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

[email protected].

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

02

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

03

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

04

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

05

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

06

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

07

MASTER BRAND LOGO

SECONDARY ELEMENTS

Safe Area Requirements

Stacked

Minimum Size Allowed

1.1”81px

1.5” | 108px

08

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.


0.38”27px

2.3” | 166px

Horizontal

09

SECONDARY ELEMENTS

MASTER BRANDWITH BUSINESSUNITS


1.2”89px

1.4” | 103px

Stacked

10

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.


0.38”27px

2.0” | 143px

Horizontal

11

REECENICHOLSALLIANCE OFFICES

SECONDARY ELEMENTS

Stacked


1.6”96px

1.5” | 108px

12

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

29

The corners for the icon should always have the same radius of 0.0625. They should never be square.

13

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

14

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

15

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!@#$%^&*()_+

16

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

17

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


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

18


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

[email protected]

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

[email protected].

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

[email protected]


SANDRAMARTIN

FRONT - AGENT WITH TEAM LOGO


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

[email protected]

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

[email protected]


SANDRAMARTIN

FRONT - AGENT FRONT - AGENT PHOTO

19

PROPERTY SIGNTEMPLATES


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

[email protected].

20


YARD SIGNS & RIDERPROPERTY SIGNTEMPLATESFor specific questions on sign templates, contact

[email protected].

21


DIRECTIONAL SIGNS

Directional Text (SOLD, OPEN, FOR SALE, etc.): Pluto, Bold, All Caps

Agent/Team Name: Gotham, Book

PROPERTY SIGNTEMPLATES

22

> 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

23


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.

24


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.

25

> 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


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

26

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

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