“There’s always room for a story that can transport people to another place.” – J.K. Rowling
I love stories. Whether they are told over a meal, in the pages of a book, or on an 80 ft. movie screen makes no difference. Stories have the ability to make you experience every emotion available and can move you in unimaginable ways.
But the most important piece of any story is the characters. For a story to stand the test of time it has to have great characters. We need to be able to connect with them, feel for them, root for them — or against them. Everything they do drives the story forward, for better or worse. Without strong characters, the best stories crumble.
The same is true for brands.
In fact, having good characters – good people – is even more critical to creating and sustaining a strong brand. Because for a brand, its people are active participants in its creation. I truly believe a brand is a story that is told every single day, not just by its message, but by its people.
Every day, members of the brand help tell the story of Coldwell Banker through interactions with clients, the industry and each other. It’s a story of a brand that has been helping people find a place to call home for more than 111 years. It is a story founded by people who were passionate about creating change in the real estate industry and we continue doing so to this day.
This got me thinking: what is it about our story, our people, our brand that has allowed it – not just stand the test of time – but to continue to succeed?
Science gave me the answer. It comes down to our DNA. We may come from different backgrounds and upbringings. We reside in different corners of the world with differences in appearance, beliefs, and lifestyles, but studies have shown that who we surround ourselves and who we choose to associate with are often those who have similar genetic markers.
You’ve heard the phrase “birds of a feather flock together.” It’s an idiom based in truth. What draws people to Coldwell is beyond just the outward appearance of what we seem to be. While our chemical makeup sets us on a common path, the other side of this story is that each of us possess shared values that are core to our brand and THAT is what truly draws us together.
Coldwell Banker is a brand founded on trust, integrity and awesomeness, but at times we lose sight of this story because we get caught up in the day to day distractions of our work. What I see in our brand’s DNA is an opportunity for us to truly standout in this crowded and often crazy industry.
It’s almost as if we were born to be part of this story. In fact, we even have a name for the group of characters in this story of the Coldwell Banker brand: Generation Blue.
Blue has become a rallying cry for all that this brand is and stands for. We wear blue. We bleed blue, because we are GEN BLUE.
Blue represents the power of our company, the power of our people and the power of our team in so many different ways. And it’s time that we took a look at all that it truly means to be Coldwell Banker blue.
Blue is the color of winning. According to color psychology, blue is associated with intelligence, invokes trust and spurs creativity. Blue is cool under pressure and calming influence. Blue is the color of leaders and one that builds relationships.
We have a powerful, one of a kind brand; one that has the most advanced tools and the greatest reputation in the industry. A brand that is built on people who have exceptional integrity and are pillars of their communities.
There’s a reason Coldwell Banker has succeeded for over 111 years while countless other brands, both in our industry and outside it, have failed. Our success is built on the values that have stayed true to our brand and the fact that we continue to attract others who share those values and spirit.
As J.K. Rowling said, stories have the power to transport people to another place, and when you discover the story of who the Coldwell Banker brand truly is and what we have offer, it may just transport you to becoming a part of Gen Blue.
Come join the blue and see what makes Gen Blue truly the best path to success at coldwellbanker.com/careers.