Why should I focus on building a brand?
To stand out amongst the competition. That’s basically the biggest thing you should be aiming for.
Having a functional and effective product is good but almost everyone in your industry can have the same offer with the same features.
Some of them have the advantage of a cheaper price tag or more years in the industry.
Beyond making your product stand out, your brand gives you the edge because it helps you build relationships with your target market—which leads to more sales and return clients in the future.
Remember that people buy with their emotions, which is only supported by logic later on.
Your branding appeals to those emotions. You want people to become a part of your brand.
People aren’t buying a product. They’re buying an idea. They’re buying an experience…a lifestyle…convenience.
So as an agent we want to focus on creating an amazing experience that the buyers will have while working with you. How can you make their life easier? How can you make the home buying or selling process different than anyone else in your market?
Why should they choose you?
Your brand should make a promise. It should represent a set of values that are directly tied to your mission statement. Think about what you want people to feel or think about when they see your logo or hear the name of your business.
“Your brand is what people say about you when you’re not in the room.”
So how do you create a brand?
- Write your brand story. What defines your brand? What is your mission?
- Create a consistent logo to use everywhere.
- Include your brand’s color palette (generally 2 or 3 colors).
- Choose your typography. Just like images and colors, typography sends a message.
- Find your brand’s voice. Make sure it resonates with your target audience.
- Then Stick to it! Everything you post on social media, on your website, through email should represent your brand!
For busy agents, branding can feel like one more plate to spin in their busy and chaotic working lives. Nonetheless, there are several excellent reasons why you should be thinking long and hard about your branding. I talk more about these advantages and branding in this video here.
Now that you understand the awesome power and importance of branding yourself as an agent… can you really afford to overlook it any longer?
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