Your Brand Has to Have Soul and Be Inspirational
As a luxury real estate marketing professional, it is essential to discover the soul of your personal or company brand and to create an inspirational brand story. Doing so is a surefire path to market leadership.
Think of a company that has inspired you. Have you ever flown Southwest Airlines? This is one of the brands we love, mainly because of the ease and simplicity of making or changing reservations, their on-time record and also the remarkable friendliness of their employees. Here is a company with soul!
If Southwest Airlines has soul, Zappos, the online shoe store that put 2-way no-cost shipping on the map and was sold to Amazon for more than $1 billion, has both soul and an inspirational brand story. The title of the best seller "Delivering Happiness," written by Zappos CEO Tony Hsieh, says everything about his management style and the company purpose.
As with Trader Joe's (covered in "Part 2"), the high employee morale in Southwest Airlines and Zappos is palpable. Employee morale contributes mightily to customer engagement via word-of-mouth marketing and customer loyalty.
But, why should you strive to uncover and mine your own personal or company brand's "inspirational DNA"? A study conducted by Performance INpsiration shows what consumers do when a company inspires them:
- 86% of respondents say they would recommend the company to friends and family
- 82% would be loyal to that company
- 92% would share their experience with others
- 71% reported they would spend more on a company that inspires them
Old Spice came out with a commercial that embodies all three essential elements that we cover in this aritcle series, love, soul and inspiration, inspiration because the video went viral, with more than 3 million views when we saw it. The theme, "Smellcome to Manhood," brilliantly targets and communicates to boy swho are coming of age, and also to moms who might buy it for their sons (if they let their sons grow up). It is a must see, and is far better than most superbowl commercials. What a coup for a heritage brand looking to reach its next generation of consumers. You can watch it by clicking here.
Spend some time uncovering and mining your own inspirational DNA. It needs to be demonstrated not just superficially, but through every interaction you have with your associates, your clients and your entire sphere of influence.
Written by Ron & Alexandra Siegel, Managing Partners of Napa Consultants, International, "the leader in brand strategy for the luxury real estate industry." Their blog, the Language of Luxury (LOL), is the most widely read luxury real estate marketing and branding blog on the internet. Click here for more.