{"id":1795,"date":"2019-04-25T08:59:39","date_gmt":"2019-04-25T08:59:39","guid":{"rendered":"https:\/\/propertyprofessional.co.za\/keys-to-having-a-distinctive-brand\/"},"modified":"2023-05-19T14:04:38","modified_gmt":"2023-05-19T14:04:38","slug":"keys-to-having-a-distinctive-brand","status":"publish","type":"post","link":"https:\/\/propertyprofessional.co.za\/2019\/04\/25\/keys-to-having-a-distinctive-brand\/","title":{"rendered":"Keys to having a distinctive brand"},"content":{"rendered":"

MAIN IMAGE: Yael Geffen, CEO Lew Geffen Sotheby\u2019s International Realty.<\/strong><\/p>\n

Heritage contributes profoundly and intrinsically to a brand\u2019s core value but, much like respect, it is an elusive and hard-won asset that cannot be bought or easily acquired overnight; it can only be earned over time through careful nurturing, authenticity and sincerity.<\/p>\n

For decades, strong heritage brands were able to retain their dominance relatively easily through their established reputations and by maintaining their service excellence status quo, but since the millennium it has become increasingly challenging to remain ahead of the rapidly advancing new breed of competitors.<\/p>\n

However, Yael Geffen, CEO of Lew Geffen Sotheby\u2019s International Realty, believes that traditional brands which become adept at balancing the fine line between authenticity and relevance in a fast-changing marketplace will have a decidedly lofty upper hand in the new order.<\/p>\n

\u201cWhile preserving brand continuity and product integrity is always a priority, resting on your laurels in an era defined by innovation and disruption is no longer an option and we have seen some of the older brands fall by the wayside in recent years.<\/p>\n

\u201cHowever, brands that have proactively adapted to the changing needs of the modern consumer have grown exponentially stronger, a perfect example being Sotheby\u2019s which celebrated its 275th year with a ceremonious ringing of the opening bell at the New York Stock Exchange this month.<\/p>\n

\u201cOne only has to look at brands like Barclays (established in 1690), Colgate (1806) and Cadbury\u2019s (1824) to understand the true value of heritage,\u201d says Geffen.<\/p>\n

Guidelines for building a distinctive brand<\/h4>\n

Although newer brands cannot realistically expect to create as strong a legacy without paying their dues over time, Geffen says that nowadays it is possible to establish credibility and brand loyalty in far less time than before the digital era.<\/p>\n

\u201cThe key to establishing a distinctive brand is through communication which enables consumers to shape their perceptions based on a clear understanding of who you are and what you do.\u201d<\/p>\n

She offers the following guidelines for not only establishing credibility and paving the way to a strong heritage but also to remain relevant and ahead of the competition:<\/p>\n