Setting The Angel Free: Finding Authenticity In The Branding Journey

One of the challenges of branding a luxury real estate professional or company is whittling away at their currently projected image or the hype that is erroneously attributed to their success. Many individuals and companies are blocked from their genuine selves, what they stand for, and their own personal truths. In our strategic branding practice, we seek to identify the authentic soul of the personal or company brand and make what is implicit explicit.

We are reminded of one of Michelangelo’s quotes, “Every block of stone has a statue inside it and it is the task of the sculptor to discover it, I saw the angel in the marble and carved until I set him free”.

Recent events in the world of celebrity, sports, and news figures have revealed the shortcomings of some high profile individuals. They fell prey to the hype of their unauthentic personal brands, driven by the desire to maintain their visibility and marketability.

Sooner or later, they find that they cannot maintain this false image, and are hugely relieved when the truth comes out. Yearning to be set free from the imprisonment of an inacurate brand identity, it is as if they orchestrated their own downfall.

For us branding is not about creating a spin, or something that will please the target market. It is a journey of rediscovering and re-affirming our client’s authenticity, and then, developing a brand strategy together that fits like a glove.

When a luxury real estate professional or a company is the genuine article and recognized as such, trust is gained rapidly and referrals abound. An angel set free has no limitations.

Written by Ron & Alexandra Seigel-

ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.