Finding Your Brand, What Will Set You Apart?
October 21, 2022Over the almost two decades I have been working in marketing and business I have had the privilege to work for some iconic and distinguishable brands as well as a few startups that gave me access to the rapid growth world. I was also raised in a family that prospered from a small business built from the ground up. Working in this environment gave me the opportunity to be a part of a business on all levels.
Why do I mention these things? Well, for the past 5 ½ years or so I have been in the Real Estate industry and the most common question I get asked is how do I make myself different?
What is the answer? Well, it is you.
Creating an emotional response is one of the key elements of a brand that keeps people engaged and coming back for more.
Jennifer McAlpine
What does that mean? For my title agents and title agent companies, this means understanding what you bring to the table and how to message it to your clients and potential clients in a way they will identify with. This is the same as an individual running their own business to a large corporation.
I will say upfront that having a vision statement, a mission statement and usually conducting a SWOT analysis are all essential elements of developing a brand and a business, but for now, I am focusing on setting yourself apart. How you make yourself different is also how you will form your brand.
Below are key questions for you to answer whether it is for you individually or your company. Answering these questions will provide you with your unique brand identity.
- What is your exceptional value? What is the value you bring to your clients?
- What are the most important details your customers should know about your business? Keep it under 5 items.
- Formulate your brand pillars. List them all. If you could pick 2-4 clear elements of your company that you excel at, what would those be? Examples: Elevated Customer Service, 20 Years of Closing Knowledge, Assigned Personnel to Your Closing, Specializing in Residential and Commercial Closings.
- What is the emotional response you want to create? What do you want your clients to feel each time they have interaction, a closing, or an experience with you or your staff? Examples: Fulfillment, Safe, Accomplishment, Happiness, Positivity, etc.
Why are brand pillars so important? These are the answers to why clients stay with you and why your potential clients should start doing business with you. Be prepared to expand on these pillars in conversations, as you are the expert.
Creating an emotional response is one of the key elements of a brand that keeps people engaged and coming back for more. What does this mean? When your client leaves a transaction, closing, or interaction with a positive engaging feeling, this is what you want! The customer will start to associate your brand with those feelings. Consistency is key. How do you want your clients to walk away feeling?
These are key questions you can answer now. Impact your business, establish your brand and grow your business TODAY.
What’s next? Watch for my next blog on applying your brand visually and in content.
