The Importance of Branding – Part Three22 May Monica Breckenridge
In our first post on The Importance of Branding, we talked about why it is so important to incorporate personal branding into your real estate agent career. Part two discussed the key elements about yourself so you could define your brand by realizing your goals, and understanding your clientele so you could develop your unique personal statement. This statement is what differentiates you from your competition.
Now it’s time to make your uniqueness stand out and get recognized. It is time to develop your catchy and consistent marketing plan that expands beyond your business card, stationery, and marketing post cards to your web site, and the social media platforms you choose to use.
Consistency is key! Some of the companies who have consistently gotten it right include companies like Google, McDonald’s, Target and Wells Fargo. In every aspect of their advertising their message has remained consistent. Their message, their service, their logo and their emphasis remain consistent. Consistency in your marketing allows your clients and potential clients to hear the same message in the same way in all that you do! This consistency builds brand awareness, makes your brand recognizable and differentiates you from your competition. Your brand is what people think about you. Your brand is initially seen in your logo, but your brand is supported by the message you put out there.
Let’s take a look at a few statistics that were posted last year by Lucidpress.
The average revenue increase attributed to always presenting the brand consistently is 23%. (Lucidpress)
Brands that are consistently presented are 3 to 4 times more likely to experience brand visibility. (Lucidpress)
64% of the consumers’ state shared values as the primary reason they have a relationship with a brand. (Harvard Business Review)
Color increases brand recognition by up to 80% (University of Loyola)
There are several types of marketing materials that you can present to the clients you want to pursue.
Paper Marketing Materials include business cards, stationery, postcards, and brochures
Realtor signs and open-house banners
Property books for your listing clients
Flyers for your listed properties
Promotional Materials might include pens, mugs, key chains or t-shirts
Social Media Platforms
So much of the real estate industry has moved toward social medial that you will also want to tap into these areas:
Social Networking sites such as Facebook, LinkedIn and Google+
Microblogging on Twitter
Photo Sharing on Instagram, Snapchat and Pinterest
Video Sharing on YouTube or Facebook Live Periscope
There are so many ways to reach your audience, but investing in the various ways to get your message and branding to your audience will bring you that return on your investment that you are looking for if you remain consistent in all you do. Consistency means that no matter what you are putting out there, whether it is a business card, a postcard they received in the mail, an ad they saw in a newspaper or a post they saw on a social media site, they will recognize you! You have to be consistent in all that you do.
It is important to remember that when you are creating consistency, there are certain things that need to be considered:
Consider color. As you read earlier, color increases brand recognition by 80%.
Image is important. If you have a clip of an image that brings your message and story to the table, this image should be included in all of your advertising.
The font choice you choose should be used repetitively in all forms of advertising as it creates an impression that gets remembered. When you put your unique message out there with the same style every time, it makes an impact. Keep the same style consistent in all mediums you use.
Whether you are producing advertising materials from paper or posting on social media, there are layout changes that will become necessary, but basic formatting styles such as font, layout, images and alignment of text should remain consistent.
Consistency is Key
Your unique personal message, which is the basis of your brand needs to remain consistent in all that you put out there. Consistency in your message, your style, images and color helps people identify with you and remember the value you offer them.
If your printed material looks one way, your social media looks another and your video or newspaper ads are different, you won’t be able to create the brand recognition you want and deserve, so don’t cut corners through the various platforms available to you. Stay consistent with all you do! You won’t regret it.