Branding Your Business and Properties

[Bill Gulley]

Just opened an old box and found an antique rosette, you know, those little do-dads that adre decrotive trim peices, corners of door frames, ceilings, etc.

Made me think of a couplecontractors here, one a rehab type the other was new construction of upper end homes.

Both branded thier business and properties by using decrotive pieces that were unique to them through out thier work.

Thousands of years ago, masons and others use to mark thier work with a sign or emblem or thier name/mark as any other craftsman did.

These guys had small emblems and designs they worked into the doors, moldings, fireplace mantels, countertops, tile work like walk in showers, outdoor stone work and pavings, lamps and light fixtures....you get the idea.

For thoses of us who knew, it was like a treasure hunt going through one of these properties and trying to find all the designs left from thier work. It was never over done, but you'd find about 20 or so designs in various places. At one house it might be on a large door knocker but might not be there on another twenty houses. You couldn't just walk in a expect to see thier logo in the same place in every house, at least not in the same place on the fireplace hearth for example.

Then, those homes were considered high quality builds, not all expensive but quality work and they used small appointments to show craftsmanship. They were quickly known as a "soandso home" as you might refer to a Frank Loyd Wright home (but not as famous you understand, LOL).

They branded the properties, thier work and by doing so made thier homes easily identifiable to Realtors who could point out the design appointments. Thier work, around here, was kinda like putting a polo horse and rider on a shirt, people paid more for the name. Thier work appraised higher as well!

This was in the 80s and 90s, I believe they are both gone now, but thier work remains and the brand is still recognized in our area as quality built projects.

Just thought I'd pass it along, especially to the newbies, looking for a way to have thier properties stand out and brand thier company.

Does anyone else do something similar?

I'm gonna see what I can use this old rosette for now!

BTW, did you ever see a Jerry Jones (owner of the Dallas Cowboys) property with the blue star on the buildings?

[Karen Margrave]

I was reading an article the other day on Branding and Positioning companies. They used Target as the ideal for creating a brand that everyone recognizes and identifies, and though they sell many of the same brands as Wal Mart, Target has "positioned" themselves to be thought of as a higher end retailer than Wal Mart, that positions themselves as the least expensive.

I remember the commercial real estate business of Grubb and Ellis, and they for years used signs that were circular, with yellow, white and black bands running across them. Whenever you seen one, you knew immediately it was Grubb and Ellis.