“Brand” is a funny thing. We’ve used branding agencies in the past and they told us what we should wear and what we should say. That doesn’t work for us. We believe in being authentic which means sometimes swearing, saying it as it is, and taking a no bullsh*t approach. So many people have a “persona” which is fine if you are a performer. We are not performers. We are real people, with real experience, working with real clients. We used to belong to a real estate group, and they had something called “boots, belt buckles and bling”. The idea was to “wow” investors by showing up flashy and polished in an attempt to attract a joint venture partner. We think boots, belt buckles and bling are bullsh*t. We only want to be partners with people who are real and authentic. Those are the people you can trust. Trust is VERY important to us.
