BRAND ASSESSMENT
A strong company brand will promote the experience you want your customer to have. A consistent, clear brand that is easily recognized will help the customer connect emotionally and is critical to generating referrals. Your company brand is how the customer perceives you.
Branding is more than a company logo or slogan; in fact it is the way your customer perceives you. From the first phone call to the last signature, the real estate industry must consider the entire customer experience. The real estate industry relies heavily on good customer service, brand recognition and referrals for continued business and long-term success. The brand assessment will consider all of the following.
1. Does your company brand identify who …show more content…
Their red, white, and blue RE/MAX hot air balloon is noted as being “one of the most recognized real estate logos” (Gmerek, 2013). The hot air balloon idea was first used by a RE/MAX regional franchise owner during the Albuquerque international balloon festival, and was featured shortly after in a television advertising campaign for RE/MAX. The slogan associated with the balloon is “Above The Crowd®” (Gmerek, 2013). The RE/MAX hot air balloon became such an integral part of the RE/MAX brand that by 1985 they had 48 red, white, and blue hot air balloons. The hot air balloon fleet continued to grow, and as of 2013 RE/MAX has “108 balloon in 26 countries on six continents” (Gmerek, 2013). RE/MAX hot air balloons are also featured at several community-centered events such as school programs, charity fundraisers, parades and RE/MAX office grand openings. The RE/MAX red, white, and blue hot air balloon became even more recognized when they entered into a co-branding agreement with Children’s Miracle Network in 1992. The two organizations, use the hot air balloon as their logo, and decided to join forces to promote awareness for their partnership, and to raise money for injured and sick children. (Gmerek, …show more content…
Emile L’Eplattenier, wrote an article titled “Real Estate Slogans and Taglines – 25 Examples From The Pros” (L’Eplattenier, 2016). In the article Emile states the following, “RE/MAX, One of the largest and most successful real estate franchises on the planet, Re/MAX’s slogan fits their brand perfectly” (L’Eplattenier, 2016).
4. Is your company brand clear and consistent? (Project RE:Brand, n.d.) A clear and consistent brand puts the customer at ease.
• The longevity of the RE/MAX brand suggests consistency and clarity in itself. The familiar red, white, and blue hot air balloon and “Above The Crowd®” (Gmerek, 2013) slogan, have been tied to the company for over 35 years. The slogan “Nobody in the world sells more real estate than RE/MAX” (RE/MAX – History, 2016) adds to the notion of consistency, with regard to company growth and longevity. Each of these points help to make the customer more comfortable and at ease.
5. What is your brand positioning? (EquiBrand Consulting, 2016)
• The RE/Max brand clearly takes the brand position of, “Position against the competition” (EquiBrand Consulting,
A strong company brand will promote the experience you want your customer to have. A consistent, clear brand that is easily recognized will help the customer connect emotionally and is critical to generating referrals. Your company brand is how the customer perceives you.
Branding is more than a company logo or slogan; in fact it is the way your customer perceives you. From the first phone call to the last signature, the real estate industry must consider the entire customer experience. The real estate industry relies heavily on good customer service, brand recognition and referrals for continued business and long-term success. The brand assessment will consider all of the following.
1. Does your company brand identify who …show more content…
Their red, white, and blue RE/MAX hot air balloon is noted as being “one of the most recognized real estate logos” (Gmerek, 2013). The hot air balloon idea was first used by a RE/MAX regional franchise owner during the Albuquerque international balloon festival, and was featured shortly after in a television advertising campaign for RE/MAX. The slogan associated with the balloon is “Above The Crowd®” (Gmerek, 2013). The RE/MAX hot air balloon became such an integral part of the RE/MAX brand that by 1985 they had 48 red, white, and blue hot air balloons. The hot air balloon fleet continued to grow, and as of 2013 RE/MAX has “108 balloon in 26 countries on six continents” (Gmerek, 2013). RE/MAX hot air balloons are also featured at several community-centered events such as school programs, charity fundraisers, parades and RE/MAX office grand openings. The RE/MAX red, white, and blue hot air balloon became even more recognized when they entered into a co-branding agreement with Children’s Miracle Network in 1992. The two organizations, use the hot air balloon as their logo, and decided to join forces to promote awareness for their partnership, and to raise money for injured and sick children. (Gmerek, …show more content…
Emile L’Eplattenier, wrote an article titled “Real Estate Slogans and Taglines – 25 Examples From The Pros” (L’Eplattenier, 2016). In the article Emile states the following, “RE/MAX, One of the largest and most successful real estate franchises on the planet, Re/MAX’s slogan fits their brand perfectly” (L’Eplattenier, 2016).
4. Is your company brand clear and consistent? (Project RE:Brand, n.d.) A clear and consistent brand puts the customer at ease.
• The longevity of the RE/MAX brand suggests consistency and clarity in itself. The familiar red, white, and blue hot air balloon and “Above The Crowd®” (Gmerek, 2013) slogan, have been tied to the company for over 35 years. The slogan “Nobody in the world sells more real estate than RE/MAX” (RE/MAX – History, 2016) adds to the notion of consistency, with regard to company growth and longevity. Each of these points help to make the customer more comfortable and at ease.
5. What is your brand positioning? (EquiBrand Consulting, 2016)
• The RE/Max brand clearly takes the brand position of, “Position against the competition” (EquiBrand Consulting,