[ Brand ]
Who is Coldwell Banker Burnet? How is Coldwell Banker Burnet represented to those visiting its web site? What is the message?

Coldwell Banker Burnet is a full service, full price home services provider. National strength with a unique and personal local focus. Our clients receive a higher level of service, realize more and gain from our experience and expertise. We are professionals who streamline the process for you.

Target Audience
Who is visiting this site? Who does Coldwell Banker Burnet want to reach with its online presence.

Clients and potential clients represent our target audience. Coldwell Banker Burnet wants to reach current clientele online with the same level of professionalism and expertise that they are accustomed to off line. Coldwell Banker Burnet also needs to relay this same impression on new and potential clientele as they visit cbburnet.com.

Creative/Communication Strategy
How do we define brand and messaging to best capture target audience?

For the user, CBBurnet.com should be a positive, easy experience that is intuitive. The messaging should speak to both old and new clientele and support Coldwell Banker Burnet off line marketing. Users should leave their session at CBBurnet.com knowing that they have been at an experienced, professional homes services company that focuses locally on them. One that also provides them with relevant online services that they will return to time and time again.

Tone/Guidelines:

• Professional, conservative
• Ease of use, intuitive
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Competitive Positioning
Where does this representation fit within the industry? Who are competitors? How does Coldwell Banker Burnet stand out?

Competitor Site Analysis:

• Edina Realty
• Remax
• Counselor