{"id":2372,"date":"2007-12-14T11:09:24","date_gmt":"2007-12-14T18:09:24","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2372"},"modified":"2007-12-14T13:08:52","modified_gmt":"2007-12-14T20:08:52","slug":"what-is-a-brand","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2372\/what-is-a-brand\/","title":{"rendered":"What Is A Brand?"},"content":{"rendered":"

Yesterday morning I read the lead article in RISMEDIA\u2019s enews entitled: \u201cNine Things Consumers Won\u2019t Care About in the New Year<\/a>.\u201d The list was developed by Jimmy Vee and Travis Miller, two \u201cmarketing experts\u201d who blah blah blah.<\/p>\n

Item 7 on the list of things consumers won\u2019t care about was: \u201cYour Brand. They only care that the experience of doing business with you is sensational.\u201d<\/strong><\/p>\n

Are they kidding?<\/strong><\/em> Did they really mean that? If so, they hit the nail on the head regarding one monumental marketing misconception: that Brand means Name Recognition. Name recognition is only one part of your Brand. It\u2019s the foot in the door part. It\u2019s the part that matters most if you only want to do business with someone once<\/em>. Thinking that name recognition is your Brand is like thinking that you are your makeup, or the car you drive. Those things might impress but they don\u2019t define. Unless, of course, you live in L.A.<\/p>\n

Name recognition is the part of your Brand that the ad agencies love most because name awareness campaigns are easy to sell (for lots of money), hard to connect to your bottom line results and thereby make the agencies unaccountable for tangible results. For ad agencies, it\u2019s a gig made in heaven.<\/p>\n

Here\u2019s a fact.<\/strong> The kind of experience people have in doing business with you IS an integral piece of your Brand. To believe that your Brand is about name recognition alone is a costly and dangerous misstep. It could cause you to spend lots of money, tons of time and get no return on your investment.<\/p>\n

If we define Brand solely as the strength of your name, consider some people and entities with great name recognition: Osama bin Laden; Enron; O.J. Simpson; Blackwater. Would you want the expectation of the experience of dealing with them as the motivator for doing business with you?
\n
\nI believe your Brand is a widely held set of beliefs and expectations about what you deliver and how you deliver it. <\/strong> That applies whether you\u2019re an individual or a multi-national organization. Your Brand is strengthened or weakened by every person in Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Yesterday morning I read the lead article in RISMEDIA\u2019s enews entitled: \u201cNine Things Consumers Won\u2019t Care About in the New Year.\u201d The list was developed by Jimmy Vee and Travis Miller, two \u201cmarketing experts\u201d who blah blah blah. Item 7 on the list of things consumers won\u2019t care about was: \u201cYour Brand. They only care […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,5],"tags":[],"class_list":{"0":"post-2372","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","9":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":17915,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/17915\/overnight-news-the-most-important-preparation-for-selling-a-home-know-what-market-youre-in\/","url_meta":{"origin":2372,"position":0},"title":"Overnight News: The most important preparation for selling a home? Know what market you\u2019re\u00a0in.","author":"Greg Swann","date":"March 2, 2021","format":false,"excerpt":"For my two most-recent listings, the prep work consisted of landscaping \u2013 around $300 each. For one, I had planned to have a huge, ugly tree trimmed, but the house sold before the tree surgeon could sharpen his scalpel. For vacant listings, I'm doing landscaping plus deep cleaning, but I'm\u2026","rel":"","context":"In "Group Therapy"","block_context":{"text":"Group Therapy","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/group-therapy\/"},"img":{"alt_text":"Ya think it's easy?","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2020\/08\/BHBNewTopImage-300x225.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2202,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2202\/a-consumers-guide-to-the-divorced-real-estate-commission-cataloging-benefits-starting-with-a-complete-catalog-of-available-homes\/","url_meta":{"origin":2372,"position":1},"title":"A consumer’s guide to the divorced real estate commission: Cataloging benefits — starting with a complete catalog of available homes","author":"Greg Swann","date":"November 10, 2007","format":false,"excerpt":"Part IV: Divorcing the real estate commissions will result in benefits not just for buyers but also for their agents and for the real estate market as a whole The National Association of Realtors is embroiled right now in a protracted anti-trust suit brought by the United States Department of\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":18622,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/18622\/overnight-news-what-better-year-to-learn-how-best-to-fight-with-your-relatives-over-the-thanksgiving-dinner-table\/","url_meta":{"origin":2372,"position":2},"title":"Overnight News: What better year to learn how best to fight with your relatives over the Thanksgiving Dinner\u00a0table?","author":"Greg Swann","date":"November 24, 2021","format":false,"excerpt":"Miss Chioux is with us for Thanksgiving, a very special treat, and I don't feel much like hectoring the world this morning. Instead, I will send you to one of my favorite essays: \u201cHow to fight with your relatives over the Thanksgiving Dinner table.\u201d Seems especially momentous this year... In\u2026","rel":"","context":"In "Group Therapy"","block_context":{"text":"Group Therapy","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/group-therapy\/"},"img":{"alt_text":"Ya think it's easy?","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2020\/08\/BHBNewTopImage-300x225.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2306,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2306\/our-program-is-so-simple-even-a-realtor-or-a-loan-originator-can-do-it\/","url_meta":{"origin":2372,"position":3},"title":"Our program is so simple even a Realtor or a Loan Originator can do it","author":"Jay Thompson","date":"December 2, 2007","format":false,"excerpt":"I\u2019m a firm believer that you can often learn as much by a bad example as you can a good one. Yesterday this little nugget slipped past my spam filters. Something, I don\u2019t know what, compelled me to read it. I need your help. Do you know someone that knows\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":12566,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/12566\/happy-4th-of-july-weekend\/","url_meta":{"origin":2372,"position":4},"title":"Happy 4th of July Weekend.","author":"Alex Cortez","date":"July 2, 2010","format":false,"excerpt":"I wanted to take a brief moment to extend a Happy 4th of July greeting to all in the BH community.\u00a0 I was born and raised in El Salvador in the midst of an infamous civil war (infamous for its use of children as pawns in the war machine), migrating\u2026","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"american flag","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2010\/07\/flag.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":17763,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/17763\/real-estate-agents-may-work-against-buyers-interests-with-shortened-contract-contingencies\/","url_meta":{"origin":2372,"position":5},"title":"Real Estate Agents May Work Against Buyers’ Interests With Shortened Contract Contingencies","author":"Brian Brady","date":"January 22, 2021","format":false,"excerpt":"If you are reading this, you are probably a real estate agent or broker.\u00a0 Most of the people who read Bloodhound Blog are industry folks rather than consumers.\u00a0 Consumers DO read Bloodhound Blog but, all in all, our audience is mostly comprised of the industry grunts who show or list\u2026","rel":"","context":"In "Lending"","block_context":{"text":"Lending","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/lending\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2372","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2372"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2372\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}