Would you like to know what happens when you shift your focus from your true brand to the words and images that simply represent it? Watch what is happening with the recent lawsuit brought by The Lones Group against The Real Estate Zebra.
I won’t go into the details of the lawsuit here. Others have done a great job of highlighting what is now considered by some a public relations and social media train wreck for The Zebra Report. I think people should protect their trademarks vigorously, if they exist. I certainly wouldn’t argue otherwise. But I also think they should protect their brand with even greater vigor. And I’m not talking about their name or their logo.
What is brand?
This is the definition of brand I hold to. It was first shared with me by Bill Leider. “Your brand is a commonly held set of beliefs about who you are and what you deliver.”
It is what people think of you when they hear your name. It is not your name.
It is what people believe you do for them when they see your logo. It is not your logo.
Your name, your logo, and the colors you choose to represent your brand only serve to bring your true brand to the mind when they are seen or heard. That’s it. They are a mental and emotional trigger. But they are not your true brand. Why are so many coming to the aid of Daniel Rothamel and The Real Estate Zebra? Because of a widespread and commonly held belief about who he is, what he stands for, and what he delivers. There is power in that.
Is your name important? Sure. But it is not your true brand.
Pay attention to your true brand.