BRAND...
Transcript of BRAND...
BRAND STANDARDSAGENT
TABLE OF CONTENTS
Welcome to our brand. This guide is a culmination of
the thought and reasoning behind everything in the
ReeceNichols brand identity—from the colors to the
fonts to the logo.
The rules set forth here are not suggestions. They are
the ways we need to represent ourselves to make sure
the integrity of our brand is upheld. It’s important
that people see us the same way at every point of
contact. So they’ll recognize they’re at a ReeceNichols
location or on our website or are looking at a piece of
ReeceNichols communication. These brand standards,
and how closely you follow them, is critical to the
integrity of our brand.
For additional information email
PREFACE BRAND STORY
PREFERRED LOGO FORMAT
LOGO CONSIDERATIONS
MISUSE OF LOGO
SECONDARY ELEMENTS
COLOR SCHEME
BRAND FONTS
LEGAL FONTS
THE CORRECT USE OF BRAND FONTS
BRAND VOICE
PHOTOGRAPHY STYLE
01
02
03
05
06
13
15
16
17
22
26
01
BRAND STORY
ReeceNichols has a remarkable history, one with historical ties to Kansas City dating back
to 1905 with the formation of J.C. Nichols Real Estate and again in 1987 with the creation
of the J.D. Reece Company. In 2001, these two iconic brands saw an opportunity to better
serve the people of Kansas City and provide them with unparalleled stability and strength
right at home. They joined forces, and Reece & Nichols became the undisputed market
leader in Kansas City real estate.
In 2014, the brand took it a step further and removed the “&” from its name.
As ReeceNichols, the name no longer conveys two companies but instead one
united brand standing together as the leader in real estate.
Every member of ReeceNichols embodies our brand personas of Expertise, Loyalty
and Motivation. Because ReeceNichols is a brand that goes above and beyond to deliver
an experience that is fulfilling for both agents and consumers. We realize our business is
one of relationships and that every individual interaction makes a difference. Therefore,
we provide a platform for success that puts agents and consumers in control and creates
opportunities to motivate and emotionally connect with every single person we serve.
So we crafted our brand story around our unique skillset, our motivations and our
dedication to the people of KC. Around the fact that we aren’t just selling four walls
and a roof, but a place where people retreat from the world. That’s why ReeceNichols
diligently works with the people they serve, to guide them to the life they always wanted.
Because they’re people first and clients second.
ReeceNichols is all about Rewarding Lives—the lives of our agents, our employees and all
the families who put their trust in our hands.
And this guide is the first step in sharing our story and further unifying the
group of people that is ReeceNichols. It establishes and protects our identity.
And moves us to an even brighter future.
IT STARTS WITHOUR STORY
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2-COLOR TREATMENT(116C, 440C)
1-COLOR TREATMENT (440C)
2-COLOR REVERSED (116C)
REVERSED
PREFERRED LOGO FORMAT
When given the choice, the 2-Color Treatment Horizontal
and 2-Color Reversed Horizontal Logo is the preferred logo.
This logo is the most graphically balanced, providing the
greatest attention to visual hierarchy. It should be used
whenever possible.
However, due to budget, printing or other restrictions,
the 2-Color Treatment Horizontal Logo is not always a viable
option. If only one color may be used, the 1-Color Treatment
Horizontal or Reversed Horizontal are appropriate.
HORIZONTAL LOGO
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1-COLOR TREATMENT (440C) 2-COLOR REVERSED (116C) REVERSED
2-COLOR TREATMENT(116C, 440C)
LOGO CONSIDERATIONS
As stated on the previous page, whenever possible, the
2-Color Treatment horizontal and 2-Color Reversed horizontal
logo should be used. However, when the space provided is not
adequate to maintain the integrity of a horizontal logo, it is
appropriate to use the stacked versions.
Similar to the series of horizontal logos, the 2-Color Treatment
Stacked Logo should be the first choice if a stacked logo must
be used, followed by the 2-Color Reversed Stacked Logo,
1-Color Treatment Stacked and Reversed Stacked Logo.
STACKED LOGO
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MINIMUM SIZE ALLOWED
The ReeceNichols logo should never be smaller
than the dimensions listed below. If the logo,
either stacked or horizontal, becomes smaller
than these dimensions, the “real estate” element
of the logo can become lost or unreadable
and the integrity of the logo compromised.
Therefore, it should always be at or larger than
the listed dimensions.
0.96”70px
1.3” | 90px
0.35”25px
1.7” | 123px
In order to maintain the integrity of the ReeceNichols logo,
it needs its own space. The space surrounding the logo allows
it to be clearly read in a layout and gives it due respect in the
visual hierarchy. Therefore, each stacked and horizontal logo
must be cushioned with empty space. Use the length of the large,
capitalized “R” in “ReeceNichols” as a measured length for the
empty space required on all four sides of each logo.
SAFE AREA & SIZING
LOGO CONSIDERATIONS
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DO NOT: CHANGE COLORS
The ReeceNichols logo utilizes the brand’s
primary colors; therefore, it could be
confusing or misleading to change or alter
the colors used in the logo. It also makes
the logo less identifiable.
DO NOT: SKEW OR TILT
Skewing or tilting the logo warps or
disfigures its proportions and makes the
logo less identifiable and consistent.
DO NOT: RESIZE ELEMENTS
Do not make one element of the logo
larger or smaller in relation to its intended
proportions, to do so alters the visual
weight and hierarchy of the logo.
DO NOT: REARRANGE LOCK-UP
Only use the approved horizontal and
stacked logos provided. Do not rearrange
the elements, as this makes the logo less
identifiable.
DO NOT: ALTER FONTS
The chosen fonts were purposely selected
to communicate particular aspects
of the brand, changing them alters
the integrity of the logo and what the
brand represents.
DO NOT: PLACE ON BUSY BACKGROUND
Placing the logo over a busy pattern or
background distracts from the logo and
compromises its readability.
Since the logo is a critical and identifiable part of the
ReeceNichols brand, it should always be used and treated
consistently. It should not be placed or altered in any way that
could compromise the logo’s integrity. Only the logos provided
in the Brand Standard Guide should be used and scaled.
CORRECT LOGO USAGE
MISUSE OF LOGO
ReeceNichols
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MASTER BRAND LOGO
SECONDARY ELEMENTS
The logo is a critical and identifiable part of the ReeceNichols
brand that should always be used and treated consistently.
The logo should never be placed or altered in a way that could
compromise its integrity. Only the logos provided in this guide
should be used and scaled for use through any and all mediums. A logo standard to be used for corporate designation.
Safe Area Requirements Minimum Size Allowed
0.38”27px
1.8” | 131px
Horizontal
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MASTER BRAND LOGO
SECONDARY ELEMENTS
Safe Area Requirements
Stacked
Minimum Size Allowed
1.1”81px
1.5” | 108px
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SECONDARY ELEMENTS
MASTER BRANDWITH BUSINESSUNITSReeceNichols offers a multitude of real estate and home
solutions outside of its immediate affiliation with real estate.
They are members of the ReeceNichols Family of Services.
When working with or referencing one of them, this logo
should be used. The business units are to be treated as a graphic solution, not as a part of the logo standard.
The family of services should be solved as necessary by communication.
Safe Area Requirements Minimum Size Allowed
0.38”27px
2.3” | 166px
Horizontal
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SECONDARY ELEMENTS
MASTER BRANDWITH BUSINESSUNITS
Safe Area Requirements Minimum Size Allowed
1.2”89px
1.4” | 103px
Stacked
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REECENICHOLSALLIANCE OFFICES
SECONDARY ELEMENTS
ReeceNichols offers many services to the people of Kansas City,
far beyond real estate. These franchise offices specialize in other
areas and while they belong to the ReeceNichols Family of
Services, each has its own distinct logo. Each logo should be used
with its respective brand, and the ReeceNichols Master Brand Logo
is not appropriate to use in place of that specified logo. ALLIANCE COMMUNICATION CONFIGURATION
These are the real estate teams associated with the ReeceNichols brand.
They are essentially operated and are identified via their team or alliance name.
Safe Area Requirements Minimum Size Allowed
0.38”27px
2.0” | 143px
Horizontal
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REECENICHOLSALLIANCE OFFICES
SECONDARY ELEMENTS
Stacked
Safe Area Requirements Minimum Size Allowed
1.6”96px
1.5” | 108px
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1-COLOR TREATMENT (116C, Black or Reversed)
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Quarterly Report Summary
LendNation: FINANCIAL BREAKDOWNS 43
< EXAMPLE: DIGITAL PRESENTATIONS
< EXAMPLE: APPAREL
Digital presentations are appropriate instances to utilize the icon.
The cover page of the presentation would use the Horizontal Logo
in its entirety; however, to continue using this mark throughout the
presentation may become monotonous. So once the brand and its
logo are established within the presentation, the icon provides a good
way to extend the brand recognition without exhausting the logo.
Apparel is another place where the icon is appropriate to use.
Whenever possible, use the logo in its entirety; however,
when sizing or formatting makes this impossible, it can be
appropriate to use just the icon. As with the other logos, the
1-Color Treatment (116C) should be used whenever possible,
followed by the Black or Reversed.
The icon is to be used sparingly and should be used in the same
context as if it were the entire logo. It should never be used to
create a pattern but should be treated as if it were the signature
of the company.
Note: When in doubt, default to the Horizontal and Stacked
Logos. These lock-ups are never “wrong.”
The logotype, by itself, should not be used in most instances.
The entire logo or even the icon is preferred to this graphic
element. However, if it must be used, only a skilled designer
should place it in the necessary collateral so the brand’s
identity remains balanced and clear.
USING THE ICON
LOGOTYPE ONLY
SECONDARY ELEMENTS
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JUL
MONTHLY REPORT SUMMARY
REECENICHOLS: FINANCIAL BREAKDOWN
AUG
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The corners for the icon should always have the same radius of 0.0625. They should never be square.
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PANTONE
116C
CMYK: 0.18.100.0RGB: 252.206.1
HEX: FCCE01
PANTONE
440C
CMYK: 62.66.54.62RGB: 56.46.43HEX: 382E2C
PRIMARY COLOR PALETTE
ACCENT COLOR PALETTE
PANTONE
318C
CMYK: 43.0.15.0RGB: 135.218.223
HEX: 87DADF
The Primary Color Palette for ReeceNichols is RN Yellow (Pantone
116C) and RN Black (Pantone 440C). Both of these colors play an
equal role in the color theory behind the brand that builds a sense
of expertise and approachability. For the majority of logo usages,
both colors must be present. When a limited number of colors are
available, the brand may be represented by Black.
Since the brand has two impactful colors, it is important that the
accent colors support the Primary Color Palette as accent only.
The Yellow and Black should always be the main colors in any piece,
but the RN Blue (Pantone 318C) and RN Gray (Pantone 400C) can
be used as accents to support the primary brand colors. These
colors also provide additional depth to design work and break
up the monotony that would result in using only the Primary
Color Palette.
The Yellow and Black should appear at 100% opacity for all
primary design elements. However, tints will be allowed for
the Blue (Pantone 318C) in the Accent Color Palette. All tints
of Gray (Pantone 400C) are available for usage, if a lighter
gray is needed.
DEFINING THECOLOR PALETTE
USING TINTS OF A COLOR
COLOR SCHEME
These colors should be used for more temporary/seasonal pieces but should not be included in more permanent elements like yard signs.
PANTONE
CMYK: 23.21.26.0RGB: 199.190.180
HEX: C7BEB4
400C
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To achieve the appropriate color balance, the Yellow (Pantone 116C)
and Black (Pantone 440C) have been established as the primary
colors. Their ratios should take up the majority of any color used.
This will help reinforce the brand identity.
Gray (Pantone 400C) and Blue (Pantone 318C) are accent colors
that should be used at a much smaller ratio.
COLOR RATIO
COLOR SCHEME
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Subhead & Body CopyGotham should be used for subhead and body copy.
GOTHAM: Book & Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
ARIAL: RegularABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
GOTHAM: Medium & Medium ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
ARIAL: BoldABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
GOTHAM: Bold & Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
HEADLINESPluto should be used for all brand-related headlines with a low character count
(especially phone numbers & names on signage).
SYSTEM FONTArial should be used when the brand fonts are not accessible.
(i.e. for a presentation using an agent’s personal computer)
PLUTO: BoldABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
PLUTO: RegularABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
PLUTO: Condensed RegularABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
PLUTO: MediumABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
Listed on the right are the ReeceNichols Brand Fonts. These
fonts have been strategically selected to embody the brand’s
personality and what it represents. Therefore, it is critical each
font be used consistently and appropriately. For headlines with
low character counts, like names on signs or phone numbers,
Pluto Medium, Regular, Light & Condensed Regular should be
used. Gotham Book & Italic, Medium & Italic and Bold & Italic
should be used for body copy or subheads.
Agenda Bold and Medium may be used as alternate headline
fonts when the character count is larger. The mentioned Pluto
and Agenda fonts are both appropriate for headlines and can
be selected with the designer’s discretion.
Note: The same fonts and guidelines apply for all mediums,
including web.
UTILIZING BRAND FONTS
BRAND FONTS
ALTERNATE HEADLINESAgenda should be used for all other headline lengths with a higher character
count. All Caps preferred.
AGENDA: BoldABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
AGENDA: MediumABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
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Legal Fonts
HELVETICA NEUE: 37 Thin CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
HELVETICA NEUE: 57 Condensed (To Highlight, or if reversing out of color)ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
HELVETICA NEUE: 77 Bold Condensed (To Highlight, or if reversing out of color)ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz!@#$%^&*()_+
This information is deemed reliable but not guaranteed. It is not meant to solicit a property that is listed with another agent.
This information is deemed reliable but not guaranteed. It is not meant to solicit a property that is listed with another agent.
LEGAL STATEMENT ON WHITE> Helvetica Neue: 37 Thin Condensed, Point Size: 7.5 pt, Leading: 8.5 pt> Copy should be Justified with last line aligned left.> For emphasis, use Helvetica Neue: 57 Condensed when necessary.
LEGAL STATEMENT REVERSED> Helvetica Neue: 57 Condensed, Point Size: 8 pt, Leading: 9 pt> Copy should be Justified with last line aligned left.> For emphasis, use Helvetica Neue: 77 Condensed when necessary.
Legal copy serves a distinct purpose, which varies from all
other forms of copy. Therefore, it has its own brand guidelines.
Legal copy on the whole is smaller and more condensed,
making it easier to fit large amounts of copy into a limited
space. The ReeceNichols legal fonts are Helvetica Neue 37
Thin Condensed, 57 Condensed and 77 Bold Condensed.
Note: For the exact legal language necessary by element,
please contact the ReeceNichols marketing department.
ADDING LEGAL COPY
LEGAL FONTS
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FROM THE LEGAL DEPARTMENT
Required information on email signatures should include:• Agent Name• Company Name• Company-provided telephone number if the agent’s
number is also included• “and such other information as the broker considers
necessary.”
Additional Requirements:• Your direct dial number (DID) is considered a company-
provided phone number. You may also include any additional phone numbers you would like as long as the company provided number is included.
• If you are sending to people outside of he states) where you are licensed you have to put something stating where you are licensed.
• If you are sending to people you don’t know then you come under spam laws and have to put your office address and have an opt-out
SANDRA MARTINSENIOR SALES EXECUTIVE
ReeceNichols Realtors, a Berkshire Hathaway affiliate
11601 Granada | Leawood, KS 66211
reecenichols.com
Direct: 913.491.1001
EMAIL SIGNATUREEMAIL SIGNATURES
Name: Pluto, Bold, All Capitals
Title: Pluto, Condensed Regular, All Capitals
Affiliation, address& phone numbers:
Gotham Book
THE CORRECT USE OF BRAND FONTS
SANDRA MARTINSENIOR SALES EXECUTIVEReeceNichols Realtors, a Berkshire Hathaway affiliate
11601 Granada | Leawood, KS 66211
reecenichols.com
Direct: 913.491.1001
Note:San Serif or Arial should be used when the brand fonts are not accessible.
Option 2
Option 1
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THE CORRECT USE OF BRAND FONTS
BUSINESS CARDS
BUSINESS CARD DESIGN
direct 913.222.3333
office 913.222.3333
cell 913.222.3333
fax 913.222.3333
reecenichols.com
1234 Main StreetCity, ST 56789
Designations | team nametitle line
SANDRAMARTIN
Phone Numbers: Gotham, Book
Signifiers: Gotham, Medium
URL: Gotham, BookEmail: Gotham, Book
Address: Gotham, Light
Name: Pluto, Bold
Title: Pluto, Condensed Regular
BACK FRONT
For specific questions on business card templates, contact
FRONT - VERTICAL AGENT WITH PHOTO
FRONT - AGENT
direct 913.222.3333
office 913.222.3333
cell 913.222.3333
fax 913.222.3333
reecenichols.com
1234 Main StreetCity, ST 56789
Designations | team nametitle line
SANDRAMARTIN
FRONT - AGENT WITH TEAM LOGO
Designations | team nametitle line
SANDRAMARTIN
direct 913.222.3333
office 913.222.3333
cell 913.222.3333
fax 913.222.3333
reecenichols.com
ReeceNichols Real Estate1234 Main StreetCity, ST 56789
FRONT - AGENT PHOTO WITH TEAM LOGO
direct 913.222.3333
office 913.222.3333
cell 913.222.3333
fax 913.222.3333
reecenichols.com
ReeceNichols Real Estate1234 Main StreetCity, ST 56789
Designations | team nametitle line
SANDRAMARTIN
FRONT - AGENT FRONT - AGENT PHOTO
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PROPERTY SIGNTEMPLATES
THE CORRECT USE OF BRAND FONTS
URL: Gotham, Medium
Agent Name: Pluto, Bold, All Caps Title: Gotham, Medium
Rider (SOLD, OPEN, FOR SALE, etc.): Pluto, Bold, All Caps
Agent Name: Pluto, Medium, All Caps
Phone Numbers: Pluto, Condensed Regular
Phone #: Pluto, Condensed Regular
YARD SIGNS & RIDER
For specific questions on sign templates, contact
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THE CORRECT USE OF BRAND FONTS
YARD SIGNS & RIDERPROPERTY SIGNTEMPLATESFor specific questions on sign templates, contact
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THE CORRECT USE OF BRAND FONTS
DIRECTIONAL SIGNS
Directional Text (SOLD, OPEN, FOR SALE, etc.): Pluto, Bold, All Caps
Agent/Team Name: Gotham, Book
PROPERTY SIGNTEMPLATES
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> OUR VOICE IS:
• Down-to-Earth
• Genuine
• Friendly
• Real
• Human
• Passionate
• Enthusiastic
• Energetic
• Inspiring
• Confident
• Professional
• Proficient
What we do is very exciting, as well as personal, and there’s a lot
on the line. And in order to truly connect with our audiences, an
emotional bond must be established. So it’s important we instill
confidence and trust in the people we serve by speaking like the
real, passionate and confident professionals we are.
So we’re conversational yet confident. We know what we’re doing
and are enthusiastic about all we do. We are genuine and self-
assuring; respectful and thoughtful in whatever we say. We treat
the people we serve the way we would want to be treated and
talk to them the exact same way.
WRITING IN THEBRAND VOICE
BRAND VOICE
> OUR VOICE IS NEVER:
• Unapproachable
• Salesy
• Distant
• Insincere
• Transactional
• Routine
• One-Dimensional
• Dull
• Indifferent
• Egotistical
• Mediocre
• Inept
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WRITING IN THEBRAND VOICE
BRAND VOICE
OUTDATED CORRECT
CONSUMER-FACING BRAND VOICE
Why Work With a REALTOR®?REALTORS® are trained in all aspects of the real estate transaction,
from pricing and marketing, to closing and legal documents. Working
with a REALTOR® can save you time and frustration throughout the
buying and selling process. A REALTOR® brings valuable expertise to
the table, ensuring a smooth and successful transaction.
http://www.reeceandnichols.com/pages/whyworkwitharealtor/
whyworkwitharealtor
Why Work With a ReeceNichols Agent?ReeceNichols Agents are more than real estate gurus, they’re
passionate individuals who want to bring you the best possible
scenario for you and your goals. With their extensive training and
expertise in real estate transactions, legal documentation and
market interpretation, a ReeceNichols agent ensures smooth,
stress-free transactions that will ultimately save you time, money
and a whole lot of hassle.
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WRITING IN THEBRAND VOICE
BRAND VOICE
To keep your communications conversational and warm but still knowledgeable and helpful, try incorporating these suggestions:
Avoid long words or phrases when short ones get the job done.
BAD: This grandiose estate is indefectible for those who are enamored with
feting their compatriots.
GOOD: This beautiful home is an entertainer’s dream. Don’t miss it!
Limit exclamation points.
BAD: Winter is a wonderful time to sell! I marketed this home and have
several other interested buyers in the area!! Have you been thinking about
selling your home? Marketing is a huge part of the process of selling!
Contact me to get your home on the market to sell FAST!!!
GOOD: Please join me in welcoming my client to the neighborhood! In a fast
market, a competitive agent who knows the area makes all the difference.
Thinking of buying or selling this year? My team wants to be a resource to
you. Call us today!
If you use industry jargon, include simple explanations.
BAD: New price. Spacious home in sought-after unincorporated Platte
County. Entryway with built-in bookshelves welcomes you to this large
L-shaped living/dining combo. Sturdy-tied beams added to freshly-built deck
with unobstructed view. Egress window added to sub-basement. Great room
has masonry FP and iron spindles. See supplements for more upgrades.
GOOD: My ReeceNichols website has a tool that uses automated data
modeling techniques to provide you three different home value estimates.
This is a great way to keep tabs on your home and other properties. When
you’re ready for a more in-depth look, let me put my expertise to work
for you. I can personally prepare a comparative market analysis (CMA) to
provide a more detailed home value by reviewing neighborhood trends,
current and past sales and the overall condition of your home. Call me to set
up a time to meet.
Brevity is your friend. Don’t add unnecessary fluff to your writing just to make
your communications look longer.
BAD: I have a committed, dedicated passion to heliping the lovely people of
Kansas City and beyond search for and find their newest home of residence.
Let me guide, help and assist you in your journey to home ownership.
GOOD: I’m passionate about helping Kansas City families find their dream
home. Give me a call today to discuss!
Use ALL CAPS sparingly. Reserve usage for headlines or to emphasize one to
three words total. In addition, not every word in your communication needs to
be capitalized.
BAD: INVENTORY IS EXTREMELY LOW. IF YOU WANT TO SELL YOUR
HOME FOR THE MOST MONEY, NOW IS THE TIME. DON’T WAIT! THE
PEOPLE LOOKING AT THIS TIME OF YEAR NEED HOMES NOW. CALL
TODAY.
BAD: Call The Area Specialists to Get Your Home SOLD FAST & For TOP
DOLLAR! Our Expert Staging and Advice Make ALL The Difference! Don’t
Stress, Call THE BEST!
BAD: BEAUTIFUL remodeled home! NEW CARPET throughout the home,
FRESHLY-PAINTED interior, NEW kitchen cabinets, NEW back splash
and NEW flooring in the kitchen. A FINISHED BASEMENT: perfect for
entertaining family and friends!
GOOD: NEW LISTING! Beautiful remodeled home with a freshly-painted
interior and new carpet, kitchen cabinets, back splash and kitchen flooring.
The finished basement is perfect for entertaining family and friends.
GOOD: Check out my newest listing! It’s a beautiful remodeled home with
a freshly-painted interior and finished basement. Plus, ALL NEW carpet,
kitchen cabinets, back splash and kitchen flooring.
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> ReeceNichols Real Estate• Not Reece & Nichols• Not Reece and Nichols• Not Reece Nichols• Not ReeceNichols Realtors
> Partner Companies• HomeServices of America• HomeServices Lending• HomeServices Insurance• Kansas City Title• A.B. May• Zaarly• Berkshire Hathaway• Leading Real Estate Companies
of the World
WRITING IN THEBRAND VOICE
BRAND VOICE
> ReeceNichols WordsAs a company, we follow AP Style. However, here are some real estate-specific terms to follow:
Un-capitalized• Homeowner
- One word
• Buyer• Seller• Client• Spring, summer, fall, winter• Real estate• Open house• Job titles
- Unless it comes before the name. (“I am a real estate agent at ReeceNichols” versus “ReeceNichols Real Estate Agent Jane Doe…”)
Capitalized• REALTOR®• Broker
- Capitalized in relation to our Managing Brokers
USING THE CORRECT NAMES
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ReeceNichols is an enthusiastic, encouraging brand, and its
photography style should encompass theses distinct brand traits.
This is why it’s critical the photography style be consistent with
the brand and its message through all mediums.
Photography is a powerful brand tool that can evoke emotion
without saying a word. ReeceNichols photography should embrace
emotional connections with photos that feel candid and authentic.
They should not look staged but rather like moments of real-life
captured by an unseen photographer.
Therefore, perfection isn’t necessary. A little boy with sloppy
hair at the breakfast table or a living room that looks lived-in
is completely appropriate, because it’s real life. These sincere
moments show families and homes, rather than clients and
real estate.
This authentic style of photography uses natural lighting. Only
dynamic, contrasting and organic lighting should be used. Flat,
sterile or studio-lit lighting should not be used as it looks staged.
The photography should also avoid dated styling. Even though
a particular photo may have the right look and feel, it may not
be appropriate for representing ReeceNichols if it has dated
technology or clothing. (No flip phones or leg warmers, please!)
LIFESTYLE PHOTOGRAPHY
PHOTOGRAPHY STYLE
LIFESTYLE PHOTOGRAPHY
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PHOTOGRAPHY STYLE
AGENT PHOTOGRAPHY
Photography showcasing ReeceNichols agents should utilize the
same approach as the lifestyle photography. The agents should look
approachable and be shown in real-life situations: hard at work,
socializing with a client and interested in the task before them.
The photography should never show agents looking distant, sterile
or corporate. They should always look friendly and welcoming.
The agents work with their clients as a team, and we want to show
them that way.
And while ReeceNichols agents are friendly, that does not mean
they are unorganized. They are still professional and put together.
The same applies to all agent portrait photography. For agent
portraits or headshots, the photography should still show the
agents as friendly and genuine, not too corporate or staged. These
photos should maintain welcoming yet relaxed expressions and
styling, nothing too systematic or “pose-y.”
AGENTPHOTOGRAPHY