Brand Personality

Inviting. Discreet. Savvy. Refined.

Brands often behave like humans. So we assign human characteristics and personality traits to the brand to bring it to life in a way that provides a more emotional point of differentiation relative to the competition. These characteristics are those of the brand, not the target, and they work together to ultimately project the most desirable personality to attract the most customers to the Sotheby’s International Realty brand. These characteristics should serve as a lens through which to craft all communications from the brand.

Inviting.

This trait speaks directly to the current misperception that Sotheby’s is too exclusive, cliquish, or elitist. Instead, the Sotheby’s International Realty brand is welcoming to people with homes in all price ranges. This trait also reflects the company’s interest in and openness to diverse groups around the world. Evoking the perception that the brand is inviting takes the edge off the exclusivity of the brand and can pave the way for current nonusers to become future customers.

Discreet.

The Sotheby’s International Realty brand would never be boastful but, rather, is understated to gain respect. Historically, Sotheby’s has been considered a trusted brand because it has always been mindful of the need for privacy and holding confidences dear. Sotheby’s International Realty consumers must trust their real estate services provider in order to feel comfortable with the buyer/seller relationship. As a result, the Sotheby’s International Realty brand would never undermine its clients’ trust. The tone of all the brand’s communication will always be clear, to the point, and trustworthy.

Savvy.

Sotheby’s International Realty is a brand that is knowledgeable–specifically because the company understands the dynamics of a particular market, builds special relationships with its buyers and sellers, and understands our clients’ interests. Savvy also speaks to the Sotheby’s International Realty brand’s roots in the art world and auction house as well as to our well-educated personnel. Additionally, Sotheby’s International Realty agents and affiliates are considered to be well connected/in-the-know within the community as a result of our extensive local contacts.

Refined.

The Sotheby’s International Realty brand would never lose touch with its prestigious reputation. It will always be polite, with an air of good taste. Being refined also speaks to the sophistication and quiet confidence of Sotheby’s International Realty agents and affiliates. Last, the brand has refined its skills over the many years of its history and experience with the auction house. Through this rich history, it has truly become a practiced and refined brand.