What Is Your Brand Identity?
January 28, 2008
Brand Identity
Definition: How you want the consumer to perceive your product or your brand.
Today’s marketer can position themselves any way they want to. Whether you want to appeal to dog lovers, single mom’s, Gen X or Gen Y’ers or empty nesters, you can create a brand that will align you with the market you want to reach. Sometimes you can reach all simultaneously. Have you given clear and concise thought as to who you would like to reach in your real estate marketing? Everyone wants to find a buyer but not any buyer will do. The Buyer interested in a waterfront mansion is hardly the buyer for a duplex in Cleveland.
However, does your brand tell either what you are selling? Not much thought is given to branding when agents and investors think about their real estate business.
In talking with several agents and investors today I asked a few different questions of each, sort of a brand survey. Here are those questions:
1. Who specifically would be interested in your product or service?
2. What do you do on a daily basis to position yourself as the brand they would turn to for that product or service?
3. How does your product or service provide what they are looking for?
4. How do they know that you have the product or service they are interested in?
5. And lastly, why would they buy your product or service instead of that of a competitor who is trying to reach the same audience?
Five simple questions that require tremendous thought and focus. Answer those five questions with great definition and certainty and you could be on your way to an absolute stellar sales year.
Not enough real estate agents concentrate on Brand Marketing. Branding allows you to obtain and affinity with your customers, wherein you win attention, become authoritatively persuasive, and increase sales through loyalty and emotion.
Take a start tonight and try as hard as you can to make the answers to those five questions point to your business…your inventory. I think if you can adjust from the conventional wisdom of most real estate agents and realize that you need to have a variety of persona’s to excite and create an incentive to different markets while BEING the brand, your success will gradually and measurably improve.
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