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.

[Paul Falbo]

Thanks for the post Bill.

You made me think of my grandfather who came over to the states in 1889 as a master stone mason. Every building he worked on, he would include his own design near the top of the building.

My father would point out the buildings with pride. Some of them have made them into "historical status" throughout South Texas.

Karen: We used to call G & E's signs "lollipops."

Maybe the folks at BP will let us start branding during "branding week" or "branding month." I bet we'd get some interesting designs where our pictures usually are.

[Jack Bobeck]

Branding/Marketing is so easy. Just pick up a Jay Conrad Levinson Guerrilla Marketing book or a Dan Kennedy book and learn from the masters on what to do, over, and over, and over again. Marketing the brand is all about repetition and having something that catches peoples eyes, which by the way you will have to catch probably 7-8 or more times as people, when they see your brand, may not have the need then, but the more they see it, over and over and over again, it will sink into their subconscious and one day they will have the need and think of you. So find a color, logo, font, and stick with it and do it, over and over and over again out to your target market. There is a neat site that does A/B testing to see which item people like most, A or B. You might try it with your branding needs.

Jack Bobeck

[Bill Gulley]

It absolutely works, it really sets you aside from others and you will establish a market share unlike others. It takes awhile, but when you hit that level, of regonignition, your business will change, banks open up, Realtors show yours last to sell and buyers have a little more pride in onwership! :)

BTW, saying last to show by Realtors means that's the property they sell, newbies may not be aware of the sales strategy. :)

[Terry Portier]

I was driving by new high dollar construction homes and seen a contemporary garage door that had barn style latches and handles, nicely done rustic look, the door looked like a barn door just with some inexpensive hardware. I really caught my eye from the curb.

Good advice Bill, we are getting ready to build #1, I'll have to think about that one.

[Bill Gulley]

Well, if you adopt this branding method you will need to shoot for quality in your workmanship, it can backfire if you become known for sloppy work. :)

[James Hiddle]

Look what Gene Simmons did with KISS. He took a basic rock band and turned it into a global brand. From condoms to energy drinks the guy cornered the market in the rock band sense.

So if you can take your brand and make it shine by expanding it and marketing it the right way the skies the limit.