Branding: Not just for cows anymore

Branding is not about getting a target market to choose one company over its competition, but about getting prospects to see the company as the only one that provides a solution to their unique problems.

Being unique is what makes us valuable. Many agents make the mistake of spending too much time marketing for their parent company, rather than their own individual brand. Branding yourself means creating a visual and even emotional image of your services. Marketing devices like logos, slogans, and ads represent only a fraction of that image. Your brand encompasses everything about you and your business.

If you market yourself as the "number one agent in town" or a "million-dollar producer," it tells customers that you're pretty much a big deal, but it doesn't necessarily give them a reason to hire you as their representative. Choose something about your business that people can relate to or easily remember--something that makes you different from other agents in your area; something particular that you do better than everyone else.

Let's say you mostly sell urban lofts. You should then brand yourself as the person who knows everything about downtown living. Consumers are buying you, and building a brand involves making them loyal to you. Always be consistent with your branding message. If you want people to perceive you as the downtown expert, locate your office downtown, and think, eat and dress like an urban professional.

Building a brand is a never-ending process that takes constant reinforcement. Figure out what your target customers really care about and position everything about your business to attract them. Create an interesting niche. Do you love fishing? Why not learn about all the communities that offer residents a convenient location for fishing opportunities? Build your brand around your niche in the marketplace.