Q: This particular realty company has two symbols, an oversized custom truck painted with its logo and a hibiscus flower — which one should dominate its marketing?
A: To address this question in particular, when you think long-term, the hibiscus flower is the brand identity because this company might not always have the truck, and the symbol is not unique.
Here’s some more info about logos.
Logos work by triggering people’s memories of previous messages, experiences, and impressions with a company. They leave a greater impact than words alone and serve as the lynch pins that fuse a company’s communications into an integrated whole. Logos dramatically increase awareness and visibility in the marketplace, which in turn leads to more sales.
Personal logos have their roots in ancient Greece. Typically, they consisted of one or more initials of a ruler, important person or place. By the thirteenth century, this simple letter form had evolved into trademarks for merchants. Early examples of logo design were personal symbols or marks for individual masons, goldsmiths and paper makers. By the 1700s, the stamp or logo on an item reflected the quality of its maker, and this quality reflected the maker’s value. The industrial revolution moved the focus of logos and trademarks from reflecting the individual craftsmen to reflecting companies and products. Today, logos are the faces of businesses and a visual representation of a product or company. They form the identity by which a clientele can easily and definitively identify a company or product.
As a real estate professional, your personal logo helps you accomplish the same goal as the master craftsmen of hundreds of years ago. Your logo reflects your reputation and value as an agent and distinguishes you from other agents. In turn, it triggers your target audience to conduct business with you instead of your competitors.
Meet the Expert
Greg Herder, CEO of Hobbs/Herder Advertising, has personally designed the marketing/advertising campaigns of many of the nation’s top associates. He’s published numerous books, manuals and articles. The company has 50 real estate coaches, trainers and professionals in its offices in Newport Beach, CA. .
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