Real Estate Insights: Managing Your Brand
What is a “brand”? Ultimately, it is all about repetition of a design theme presenting yourself or your business to make it known, ideally memorable. A good brand means good business. Done correctly, and consistently, you will gain the reputation you desire. It is who you are and how you want your business to be represented.
Developing a trustworthy, recognizable brand will likely bring you loyal clients. With some set-up work and dedication early on, your long-term marketing plan with flourish. Starting with a few basics will gain you the foothold to expand outward.
While these outlets can vary based on your target demographic, here are the top outlets we recommend and how to tackle each:
• Logo and Theme: This can be just your name and tagline, or it can be an icon. Both would need a coordinating design in which to display your business. Here is a sample of what the Coldwell Banker D’Ann Harper, REALTORS® logo theme looks like. Part of determining this means understanding what you wish to be known for – what are you areas of expertise?
Develop this by asking questions like;
1.) What is the “one thing” you truly enjoy or excel at?
2.) Will you still be interested in this 6 months to a year from now?
3.) How has this been developed in my market currently? How will I be different?
Perhaps there is a play on words or type of imagery that highlights your particular area. Brainstorming and planning in this stage is the foundation.
• Online Presence: Ensure your name, profile design and other imagery look consistent across your social profiles. Do you need accounts on every social media platform? No.
It is worth noting that if you have accounts with the main social media outlets it will significantly increase your online audience and social media lead generation network (Facebook, Twitter, LinkedIn, Pinterest and Google+).
Examples of consistency and digital profiles:
Additional notes on social media:
1.) Reserve your name on all social media channels, ie., there is a site called Knowem and you can check availability of your name on social networks you’re using currently or might use in future.
2.) Use a consistent name and profile image across all social media outlets.
3.) Have a unique blurb or “about me” write up to copy and paste for your bio section on social pages. It is worth the time to have it saved under a “branding folder” reserved for your business planning information.
• Printed Materials: This can very depending on what marketing strategy you have employed. For the purposes of providing an example, we’ve listed the most commonly used printed items you might be utilizing. Add your logo and design theme along with tagline to the following items as a final step to remaining consistently branded across both digital and print.
1.) Brochures and flyers, again consistency in color theme and logo. Using the same profile information and photo.
2.) Business cards and signature artwork. Check your brokerage guidelines, but adding a logo and using the same profile pictures are key here.
3.) Direct mail, thank you cards or other printed items should also have the same layout. If you have the resources it is worth it to have this setup ahead of time. Expanding on a solid foundation is much easier than reformulating your ideas to each effort.
The most important thing however, is to know what tools you have available. Fortunately, our agents here at Coldwell Banker D’Ann Harper, REALTORS® have access to a vast network of branding tools. Our internal systems and marketing professionals provide many if not all the items above. If you have questions on how to employ a branding strategy email us at PR@CBHarper.com