3 Keys To Building Your Personalized Brand
Your brand identity should be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of your business. Branding is the foundational piece in your marketing communication and one you do not want to be without!
1. Define Your Brand: Before you even think about a name, slogan, or look to your real estate brand, make sure to ask yourself the right questions so that whatever you choose will directly speak to your target audience. Here are some important questions that will help guide you though this process:
- What is your niche?
- What services are the most sought-after?
- What neighborhoods that you serve are the most lucrative to do business in? Would it benefit you to brand yourself around those specific markets?
- What specific advantages do you hold over the competition? What is your unique selling proposition? Some real estate companies brand themselves around a signature service or benefit that they provide.
- What are the values of your company? Branding around morals and ethics can instill consumer confidence in your real estate business.
- Do you rely primarily around referrals for your business? This can influence your branding decisions at the very least and can even be the driving force behind your brand in some cases.
- Are there benefits to branding your business as a team?
2. Package Your Brand: Using all the answers to the questions in the previous step, create and put a look and feel to your brand. Consider creating a unique look using a logo, tagline, and color that is creative and memorable. Once people become accustomed to your brand elements, they will start to remember the qualities of your brand as well. So that’s why it’s important to make a consistent visual impact.
3. Deliver Your Brand – Create Brand Awareness! Once your real estate brand is complete, you need to do everything you can to push it out into your market! Start with creating a web presence and spread your brand online; from a website, blogs, social media profiles and email blasts (including enewsletters). Also be consistent with your brand in all print materials, including stationary, business cards, postcards, and home signs.
All of your marketing strategies should have language and imagery that reinforce your brand. Consistency is the key here — exact repetition of your brand over time is what ultimately delivers your brand!
The Prescott Group’s Branding Package includes:
Graphic – to be used for Business Cards, Appreciation Marketing, and Facebook Business Pages
Masthead – To be used for Website and Blog Headers, eNewsletter Banner, and Printed Profiles
