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"Branding
is the most important element in any business, large or
small." "You must
have an effective brand strategy to succeed."
You've heard it before, but what's it mean? Perhaps you
know the concept, but you don't think it applies to your
small (maybe even very small) business. Or maybe you
just don't know where to start.
Start with the basics. A brand is, in the simplest terms, the very "essence"
of your business. It is the impression people get when they hear your name.
It's your reputation, so to speak.
With a personal service like real estate, people want
to know you, connect with you, and even trust
you before they choose to work with you.
So how do you go about creating and maintaining your
brand? It doesn't have to be fancy or cost a lot. It
just takes consistency, repetition, and time.
Step 1: Identify your desired image.
If successful, your branding communicates, at an
almost instinctive level, what to expect from
you, your business and your service.
What would you like to communicate to potential buyers
or sellers? What words or phrases best sum up who you are
and what you offer? Jot down all of your ideas. Then
expand on those ideas.
Now, more importantly, narrow the list back down,
focusing on two or three concepts that set you apart.
This is the
essence of your company.
Step 2: Integrate this
"image" throughout your marketing materials.
Consider using a logo. As a succinct
and memorable symbol it will serve as the foundation of
your brand.
If you are not ready to invest in a professional logo,
keep your identity simple, consistent, and easy to remember!
Make sure what you are putting out there is not working
against you.
Choose one color to be
your color and use
it prominently throughout all of your business materials.
Consistently used colors provide familiarity, and color
is huge in memory recall. (Think Home Depot: Orange; Target: Red; IBM: Blue) That familiarity doesn't happen overnight,
but is gained by consistent and repetitive use of your brand.
Consider adopting a tagline or slogan. It doesn't work for everyone, but it will definitely
help your clients remember you.
Step 3: Build
the brand.
Be conscious of the materials that represent your
business. Make sure each
and every time you connect with your audience you appear
just as you did the last time, with your best self
forward.
Your customers should see your image everywhere they
look, and every single item that comes from you should
have the same look: the same fonts, colors, and your
logo every time. Your goal is to get customers to associate your
materials with you, and to remember you when it comes
time to buy.
Business cards are a very powerful and inexpensive way to promote
yourself. With today's presses even full-color, thick,
glossy, double-sided cards are affordable for everyone.
Also, try to keep an ad running at all times.
It's far better to keep a consistent presence by running a half page
monthly than running a full page sporadically. You may
be tempted to advertise when a big check
comes in, and to hold off when times
get tough. But when times are tough is when you need to
keep your image out there. And what
better time to be out there than when everyone else is
"taking an advertising break" due to finances?
There are other benefits to regular advertising. Most publications offer discounts for a repeating
commitment. Home Tour even offers free professional
design of your ad with a contract!
Lastly, it's easy to relax your efforts on materials
that you design and produce yourself, such as invoices
or quick "sale sheets". It's important
to take the time to make them look polished and
professional as well.
You wouldn't show a house in mismatched socks and
disheveled clothing. So do not send out ANYTHING with
crazy fonts, randomly scattered text boxes and lousy
photos. Software applications like Microsoft Word often
come with a variety of templates. Use them consistently
with your signature colors for a professional and
recognizable look across all of your materials.
Step 4: Stay the course.
You may eventually get tired of your branding "rules".
Ironically, this usually occurs
just as your brand
starts resonating with your customers. Keep up your
efforts. Consistency and repetition are the
proven keys to branding success.
So don't be deterred by the marketing jargon. "Building
a strong brand" is just another way of discussing the
practices that have always been important to a
successful business.
The first thing you have to do is decide how you want
people to perceive your business. Then figure out what
you have to do to get there, and then keep doing it,
each and every day.
Susan Lawrence
Principal | Creative Director
Bold Print Design Studio
© 2007 Susan Lawrence, Bold Print Design Studio. All
rights reserved.
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