There are more blogs and websites about branding than you can shake a stick at, but do any of them help you actually develop your brand or do they gloss over the details? It seems everyone has an opinion, but when it comes down to actually helping you create your brand the details are lacking.
The Dictionary of Business and Management defines a brand as: “a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.”
A couple of things to keep in mind when you are developing your own brand is to consider how you perceive brands in your daily life. Would you rather have a cookie or an Oreo? Do want to go to an amusement park or Disneyland? The names Oreo and Disneyland instantly paint vivid pictures in our mind as to what we can expect from the cookie or amusement park.
The importance of branding, especially for Realtors came to light recently when someone asked me if I could recommend a Realtor. As I provide marketing services for a few dozen Realtors I am biased, but I found myself trying to match the Realtors with the needs of the couple. As the prospects were young and first-time buyers I compared all of the brands of the Realtors I work with and determined which one would have the time and patience to work with the buyers. Whether the Realtors knew it or not I sub-consciously sifted through what I thought were the things that differentiated them to determine which was the best fit. What was even more enlightening is that some of the Realtors did not have a brand.
If you are interested in “branding” yourself or your business there are a few fundamentals you need to understand. Ask yourself the following questions:
- Firstly, you need to define what is distinctive about your business.
- What are your core competencies that drive your business?
- What values do you stay true to?
- What is the personality of your company?
- What is the single biggest difference between your company and your competitors?
Now consider the following:
- Keep in mind that a Brand is intangible. It is the meaning or feelings you associate with a service, company or product. If ten people are asked to describe your business or product, you may get different descriptions, however, it is the similarities that are the brand.
- Brand is not a logo. A logo only identifies the brand; it is an entry point.
- A Brand is not a product. Many people talk about managing their brand, but they really are managing their product. The brand is often the reason we buy the product.
What is my brand?
I am a seasoned marketer that believes that “Good ideas are a dime a dozen, but implementation is priceless”. I listen carefully to your business concerns whether or not you know if they are marketing related. I draw upon a broad background in all aspects of marketing that I have developed running my own businesses and while working for other businesses and create and implement marketing programs and initiatives that will address the specific problems of your business with measurements and a focus on improving your business.
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