The World of Partners Trust BRAND PERSONALITY GUIDE
The World of Partners Trust BRAND PERSONALITY GUIDE
It started with a candid conversation...
What would it take for us to build the most respected brokerage in Los Angeles?
We'd have to create an unwavering set of standards that defined who and what we are.
Those standards must also define how we relate to and how we treat our associates and clients. They must also define the quality of systems, tools & technology we provide everyone.
Everything would have to be the best in class with no exceptions. Otherwise, we'd be like everyone else.
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lmagine if we treated everyone as a partner?
Our associates, their clients, our employees, everyone we touch.
Why stop there? We should treat all of our vendors that way too. lf we did that, we’d create a real sense of trust with everyone.
This sounds exactly like something l'd really be proud to create.
We could have the finest brokerage around. l love the way this feels.
l love the way this sounds.
We need a strong identity to brand this idea ....
One that extends our sense of partnership and evokes trust ....
and the result is... Š 2015 PARTNERS TRUST BRAND PERSONALITY GUIDE | 03
A commitment to you.
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What we are. Partners Trust is a real estate brokerage and acquisitions firm based in Los Angeles, California. This is the official description of our business entity and definition of what we are. These words appear on our business license, in our legal documents and the sentence we supply Google to categorize ourselves in their search engine. But, these words barely scratch the surface of what we really are. First, and foremost, Partners Trust is a Los Angeles-based real estate brokerage that leverages our global network, media savvy and command of the market to provide our clients with a discreet and peerless level of real estate services. We are a select group of the finest, principled and reputable agents in the market. We are distinguished in the marketplace by our emphatic sales volume, and reputed for our integrity, market intelligence and a genuine connection to our communities. We are proud of these accomplishments. We work diligently everyday to maintain them. This is what we are.
Who we are. What a company is should be driven by who they are at the core and what they believe in that drives them to do what they do. In this regard, Partners Trust is a group of professionals that believe in the sanctity of home ownership and the inalienable right everyone has to own a home. To support our beliefs, we create optimum conditions required to provide the deepest level of regard, respect, care, empathy, commitment and services possible to buyers, sellers, our associates and our competitors. We are people who care about the lives, the careers, the families, the financial securities and the peace of mind for everyone we touch.
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Our culture We are independent thinkers. We are self starters. We could scale any mountain by ourselves, but we choose to join others in that quest. We enjoy the camaraderie of our peers. We love sharing our victories. We love being part of a winning team. But more importantly, we love playing fair. We handle defeat with honor. We have an innate desire to lend our expert hand to others so they can excel alongside us. We believe in ourselves with quiet reserve. We never stop learning and sharing that knowledge with others. We don’t do favors for people in exchange for favors back. We pass those favors forward. We are proud to represent the real estate industry in Los Angeles.
What Partners do Partners share each other’s vision. Partners share each other’s workload. Partners put skin into each other’s game. Partners do unto others as they would have done unto them. Partners set clear expectations for one another. Partners willingly keep the promises they make. Partners share in each other’s victories and celebrations. Partners revel in each other’s strengths. Partners share their strengths to support their partners’ weaknesses. Partners treat competitors as if they were partners. Partners make decisions based on what’s in it for their partners.
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How we act Actions speak louder than words. While words have a shelf life, actions become etched in memory. The greatest actions are passed down through time. They reflect the spirit that lives within us and can have an infectious effect on people. We honor the commitments we make. We’re punctual. Dependable. Accountable. These are building blocks that engender the trust we seek from others. We revere our competitors and support their efforts to thrive. We may not always agree on their competitive tactics, but we don’t disparage them with personal slander. We give ourselves, our time and a percentage of our financial earnings to help those in need. We do this because it creates a chain of good deeds that makes the world a better place. We also do this because, selfishly, it feels good. We share and collaborate with each other - without reserve because the power of the many always outweighs the power of one. We are understated in all aspects of our behavior.
Our Mission To be discerning and conscientious in everything we do. To provide our associates a reason to absolutely love coming to work everyday.
To be the finest real estate brokerage in Los Angeles. To provide our clients a discreet and peerless level of real estate service. To use our global network, media savvy and command of the market for the benefit of our partners and customers. To distinguish ourselves from our competitors in everything we do.
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Words we like Discreet. Honor. Community. Service. Integrity. Yes. Hope. Now. Beautiful. Imagine. Home. Family. Commit. Support. Excellence. Success. Movies. Los Angeles. Fun. I got your back. Spread the love. Rad. Onward. Results. Happy Hour. Happy. White space. Phlegmatic. I Like Our Odds.
Personality traits Determined. Passionate. Nimble. Dependable. Peerless. Present. Proud. Courageous. Confident. Committed. Affable. Precise. Comforting. Humble. Creative. Judicious. Tasteful.
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What people should know. We’re meticulous. Our big picture is powered by our dedication to the details. We’re a group. Our individual successes are derived from our collaboration with others. When we do take credit, we share our success with our collaborators. We’re determined. We never stop trying until we fulfill our obligations and make those who rely on us overjoyed with the results. We’re organized. Given the many things we’re responsible for, we have created systems and processes to keep everything in order. We’re in control. We evoke a sense of security, confidence and ease knowing we’ve got all the bases covered. We’re competent. We didn’t just roll off the fruit truck. We’re schooled. Experienced. Studied. Practiced. We’re dependable. We do what we say. We smile while doing it. We radiate sincerity throughout the process.
We’re professional. We take our work and our clients very seriously. We leave no stone unturned in advancing our skills, our knowledge and our commitment to service. We’re polite. Despite the rigors and demands of our business, we never lose our composure with clients, competitors, vendors or people. Ever. We’re discrete. What we do is not about us. It’s about our clients. We’re precise. Our opinions are based on facts, and our facts are based on research, our knowledge and our experience. We don’t think, we know. We’re empathetic. We have all been through the process ourselves as consumers. We understand the emotions and specialize in working through them. We’re soft when we need to be and strong and confident during those times when we need to take a leadership role and do what’s expected of us. We improve. Continued education and training in all aspects of our career is mandatory.
Our Core Values Integrity We say what we mean. We do what we say. Without delay or hesitation.
Authenticity
Adaptability
We don’t hide behind things or pretend to be something or someone we’re not. We don’t chase rainbows, ideals or other people
We move forward with the times and challenge ourselves to embrace progressive shifts in social, business, technology and service. We are flexible, which makes us nimble and prevailing.
Resourceful
Teamwork
We never get stumped. We never guess. We are surrounded by our partners and aren’t afraid to tap into their knowledge and use the information that’s available to us.
We are not an army of one. We believe in the wisdom of the crowd. We collaborate with each other, our clients, our friends and our partners to deliver the best work and service possible.
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Our Tone of Voice “I see you’re struggling with that. How can I help you?” The Partners Trust TOV is unique. We speak with people not at them or to them. Our words are forged from our genuine concern for people’s best interest and spoken as if we are speaking to family members we love. Our manuals and guides are always explained in the simplest terms rather than hard, techie language designed to make people feel confused. If your grandmother can’t understand what is being written, then it’s not written in the Partners Trust TOV. Our marketing copy is clear, concise, succinct, brief, respectful and aspirational. We choose words based on how we speak in real life rather than boiler plates. We write what we mean. We never exaggerate. Humor is an important ingredient in our TOV. Humor at someone’s expense is not. We are not snarky. We don’t say things that require “just kidding” afterward. We speak to everyone as an equal under all circumstances. Our TOV should reflect our core values. This means never having to recite those words to people, but rather have those terms come alive through our interactions with them. Conviction should resonate throughout our speech. We say what me mean and offer it in a straightforward manner. When asked a question, we respond with what we know, not what we think. Despite the fast-paced, emotionally saturated industry that we’re in, the words we use and the tone of our voice must be replete and coated with kindness and sincerity. Always.
Our Demeanor Formal
Casual
Detached
Warm
Professional Serious
Wacky Humorous
Laid Back
Lively
Reserved
Dynamic
Dignified
Reckless
Restrained
Playful
Pessimistic
Optimistic
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Our Logo After you, our logo is our most valuable asset. We must treat it nicely. Please don’t abuse it. It can’t defend itself.
THE WORD MARK The Partners Trust word mark incorporates the timeless Didot font in a vertical orientation to convey the foundation of trust that our partnership rests upon. The typeface is editorial in nature and offers a clear articulation of the style, elegance and forwardthinking look born of refinement and timelessness. Trust is italicized to convey motion and illustrate the organic, living nature of trust. At all times in motion, being earned and offered.
Our Logo
THE BRAND MARK In an effort to be clear, concise and present ourselves as discretely, yet clearly as possible, we created this mark as the purest expression of our intent - a partnership perfectly balanced on a foundation of trust. The mark is our monogram and presents our brand succinctly and elegantly. The use of this mark enables us to present the brand humbly within environments where we take a co-branded position. For instance, a yard sign where your name resides as the primary brand. In cases like this, this mark will denote us, but never compete with your branding. Š 2015 PARTNERS TRUST BRAND PERSONALITY GUIDE | 19
Our Logo
THE ICON The Partners Trust icon was developed as the purest declaration of discretion. The slash housed inside the circle corresponds to our forward momentum and steadfast focus on growth and prosperity for each other and our clients. The off-center placement of the slash is purposeful and is a subtle reminder that imperfection is part of our humanity and that we desire to continue to push ourselves beyond comfort to continually improve upon what we have and what we are.
Our Strapline A commitment to you. To the uninitiated, it is a clear explanation of our intention. To our partners, it is our bond. To our clients, it’s the assurance that our role as their partner and our desire to earn their trust is unyielding.
A commitment to you.
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Our Typeface PRIMARY BRAND TYPEFACE
Didot Regular
Didot Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 !@#$%^&*()_+{}|[]\<>,.?;:”’
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 !@#$%^&*()_+{}|[]\<>,.?;:”’
Didot Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 !@#$%^&*()_+{}|[]\<>,.?;:”’
SUPPORT BRAND TYPEFACE
Gotham Light
Gotham Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 !@#$%^&*()_+{}|[]\<>,.?;:”’
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 !@#$%^&*()_+{}|[]\<>,.?;:”’
Gotham Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789 !@#$%^&*()_+{}|[]\<>,.?;:”’
Our Colors CORE BRAND COLORS These colors will be integral to the brand and are meant to stay part of the identity for the long term. 40% BLACK
5% BLACK
95% BLACK
90% BLACK
DYNAMIC BRAND COLORS Bright and new, these colors are meant to invigorate the core color palette, without becoming a distraction. They are refined and energetic. PANTONE 361 C
PANTONE 7477 C
PANTONE 3262 C
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