What does your branding say about you?

By
Real Estate Services with Brick Road Visuals: marketing, virtual tours, photography

Everyone talks about the importance of building your brand. Some companies achieve this with their logo, can you say Coca-Cola - red, silver, swirly letters and you know who it is without even reading what it says. Or their spokesman - you see the young face of the Mac guy (the 7-Up guy or the Dell guy from a few years back) and you know what's coming before he even says anything.

 

Branding is not only designed to let people know who you are, but also who you want to deal with. Let's face it, the Mac guy doesn't say "We want to deal with price conscious shoppers" - no, he says "We want to deal with those who are modern and cool - no geeks here - who don't feel need to do what everyone else does.'' Wal-Mart's branding does not say "We want to deal with elites who must be perceived as having the best of everything", it says "We want to deal with those who are only concerned with price".

There are markets for both, so both are fine. But the point is - what does your branding say about you?

If your business identity tells potential clients "We want customers who only care about price" that's what you are going to get, so be ready to give it to them. If it says "We want quality conscious clients" that's what you are going to get, so be ready. If it tells potential clients "We want clients who are modern and elite" that's what you are going to get, so again, be ready.

Many of my clients use professional photography and 360° virtual tour services, not only because it helps sell the homes faster, but because of what it says to potential clients.  My clients' branding says "I want customers who are looking for an innovative, high quality, and far reaching representation when selling my home".

And I've had some tell me flat out that they did not want that kind of expectation. That's not the kind of clients they were looking for, they wanted clients who wanted traditional good ol' boy representation.

It's OK either way. I just want them to know who they are trying to speak to, and to make sure their branding is speaking to those people. It's when our branding says one thing, and we say we're looking for another that we run into trouble. If you seek clients who desire the very best in customer service, but your branding looks cheap and always mentions "lowest price" or "sale", you are going to clients who are only concerned with price, and quite frankly, you won't have the means to serve them the way you want to. If you want price shoppers your branding can't look expensive - it will scare them off and they won't trust you. If you want clients who are excited and passionate about the services they are looking for, your branding can't says "mundane, and boring".

I'm not saying that any types of clientele are bad, after they all need to be served. But if your branding is bringing you a different crowd than you are looking for, you are only going to have headaches. And the improper branding will be what drives your business in the direction it goes.

 

 

 

 

--------------------------------------------------------------------

Sandy Jagmin

Brick Road Visuals

Professional Virtual Tours in Northwest Arkansas

www.BrickRoadVisuals.com

close

Re-Bloggged 2 times:

Re-Blogged By Re-Blogged At
  1. Mark Rienzie 03/12/2010 01:36 PM
  2. Jamelah Jackson-Alam 03/17/2010 01:40 AM
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the scissors to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Topic:
Real Estate Sales and Marketing
Groups:
Arkansas Real Estate
NWA Realtors Forum
Razorbacks in Real Estate
Real Estate In SW MO
The Art Of Marketing You
Tags:
marketing
virtual tours
branding
professional photography
providing highest quality
logos

Comments 39 New Comment

Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the flag to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
572,402
DeeDee Riley
Realtor - El Dorado Hills & the Surrounding Areas
Lyon Real Estate - El Dorado Hills CA

Very well put Sandy.  Thanks for the input.  I will definitely have to think about what my branding is saying about me.

March 13, 2010 03:42 PM
Rainmaker
971,166
Sharon Alters
Your Fleming Island Relocation Agents.
Coldwell Banker Vanguard Realty

Not sure how I found your post, but we are in the process of creating a brand and you have made some great points here about branding, as well as the commenters. Thanks to all of you. I'm going to check out elance.com - they might be able to help us.

 

March 13, 2010 10:54 PM
Rainmaker
994,087
Evelyn Johnston
Super Agent, Probably the Best Agent in the Galaxy
Elkhart County Subdivisions, LLC

Great post!  I need to go back yet again and take another look at whay I am attracting...

March 15, 2010 09:52 AM
Rainer
24,450
Debra V. Edwards
Realtor/Builder, Cashiers, NC., Highlands, NC., Glenville
edwards builders and realty, inc.

Our company logo is one that my husband drew...it is a carricature of a big footed horse pulling a wagon with a bumble bee around his face with a curious stare....when my husband said "why do you want to use this as your logo?"  I said it spells all over it, that we are fun, animal lovers and just pure T genuine....that was 30 years ago, before branding was such a popular word.

I have never regretted that branding in our logo...without saying a word.  debra edwards

  

March 17, 2010 04:55 PM
Rainmaker
124,583
Matt Robinson
Pensacola Real Estate (850) 292-4000
ERA Emerald Coast Realty

True branding is outside of the scope of most small business marketing plans.  Marketing geniuses Jay Conrad Levinson and Dan Kennedy both teach small business to focus on low-cost, direct response Guerilla marketing, and if branding happens by accident, so be it.  But if you try to spend your diminutive budgets on branding as a small biz it will leave you broke and looking for work.

July 25, 2010 12:15 PM
Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the tshirt to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainer
27,745

Matthew and Sandy Jagmin

Marketing, Virtual Tours, Photography
Ask me a question
*
*
*
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the pencil to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Additional Information

Documents
    follow me on Twitter