Your Real Estate Logo Is Not Your Brand

Whenever we start helping an agent with a real estate marketing plan, we schedule a call to discuss how the plan is laid out, art requirements, handling of databases, etc. This week, I was onboarding a new client and she said something that struck a chord with me. She had sent us a copy of her logo and it was very important to her that we not only had it, but that we understood that there are specific ways in which we are to use it.

This is quite a normal occurrence, especially when we are working with larger brokerages. What stuck in my head, however, was how she misunderstood what a logo really is. You see, she referred to her logo as her brand. Now I might be splitting hairs here, and she is a little bit correct, but I think it's important to really drill down to what a brand is.

It is true that a brand is a design, sign, symbol or words that identify a product or service. So that is where you get a logo or a slogan. In addition to those things, a brand not only differentiates itself from its competitors, but also, over time, it becomes associated with a level of credibility, quality and satisfaction in the consumer's mind.

This Realtor's logo was very nice, but it did not meet these criterion to truly be considered "a brand." Based on that, we shifted gears and really drilled down to learn more about this agent. We wanted to specifically learn what makes her tick, why she is well known in her marketplace, why homeowners would choose to work with her over another agents in the area, how she is different AND, specifically, how those differences will benefit homeowners that hire her. Those are the things (along with a strong logo) that are the building blocks of a brand in today's world.

Let's face it. As an individual agent (read: not likely to have a corporate marketing team at your disposal), you are never going to be compared to the Nikes, Nordstroms or Apples of the world. That doesn't mean that you can't establish a brand for yourself, and work hard to make it well regarded in your marketplace.

Start by talking with the marketing agency that is representing you about moving beyond simply having a logo, breaking past the brand your broker has established for the brokerage you work for, and building your own brand that you become known for in your marketplace. It might sound like a lot to bite off, but here are a few questions you can ask to get in the right headspace for building a strategy to achieve these goals:

1. What are your specific differentiating factors compared to other agents in your marketplace?
2. How do those differing factors directly benefit homeowners that choose to work with you?
3. What steps are you going to take in your day-to-day business and in your marketing communications to foster satisfaction, quality and credibility in the minds of homeowners in your marketplace?

Once you establish those things, you have your building blocks for creating a true brand.

To view the original article, visit the Leading Agent blog.