Brand-Building Question No. 1
The very first question you need to answer is this:
Who are my clients/prospects?
If you’re not starting from the perspective of who you want to serve, you’re already off track.
The more clearly, precisely, and narrowly you’re able to identify your ideal client, the more successful you can be in tailoring your brand to that persona.
Brand-Building Question No. 2
What are my clients’ pain points/ambitions/fears/desires?
This next question forces you to dive deeper into understanding what your clients are facing.
Don’t be afraid to reach out to consumers and conduct your own research. Having that “voice of the customer” data can play a huge role in gaining empathy for their position and seeing things from their point of view – so you can frame your brand around solutions consumers actually need and want.
Brand-Building Question No. 3
How can I help them get what they want?
Your brand consists of more than a personal logo and color scheme. It also includes how you do things and how you communicate your difference to consumers.
So if your research tells you consumers want a smoother real estate experience, it’s your job to figure out how to not only provide it, but communicate it as well.
What barriers in the process can you remove? What common pitfalls can you handle proactively to deliver a seamless experience?
I encourage you to devote sufficient time and energy to answering this question, because when you do it right, people will love what you do and tell everyone they know about you.
Brand-Building Question No. 4
After three questions about the consumers you serve, it’s time to look inward:
Who am I? What are my unique, quirky or interesting or meaningful qualities, history or attributes?
There’s a tendency among bad real estate marketing for everyone to try to look like everyone else. In reality, the objective should be the exact opposite… to differentiate yourself based on the unique qualities that make you, YOU!
So embrace your individuality. Tell your story. Don’t be afraid to reveal some of the human elements and experiences that have shaped you into the person you are today. This doesn’t have to be strictly business-related, either.
Remember… People want to do business with people they like and they can relate to.
So open up… reveal your hobbies or your history or some unique aspect that makes you memorable, and then shape your brand around those attributes.