So far we've explored Where Our Clients Come From and begun - or revisited - the practice of Client Appreciation. Today we're going to look at Building a Brand.

As you are well aware, real estate is a crowded industry! When I began in the business, I quickly realized that some of my most important jobs were to find a way to stand out, to become respected by both my clients and peers, and to build my business. It seemed a big risk for me to start out using the name Anna Banana back in 1992, at the encouragement of my coach. And then, when I created my own real estate company in 2006, I almost opted out for a more "normal'" name. I was aware that if I operated my business under the Anna Banana brand, some people might think I was a bit crazy and perhaps not take me or my agents seriously.

I'm here to tell you that might have been the biggest mistake I ever could have made, as far as a business decision goes. Thanks to the advice of my business coach, Therese Skelly, I kept my personal brand of Anna Banana and to this day the whole team has fun being involved in charity events dressed as bananas! Thank you, Therese!

I am constantly amazed that wherever we go as a "Banana Bunch," we create energy, enthusiasm, and everyone seems to know about us already! This is a great reason to listen to your coach! They see your business with different eyes and can give you objective advice.  

Ok, so I decided to stick with  the Anna Banana in 2006, but this branding thing didn't happen overnight. My brand-building began back in 1992, when I first started to understand the value of having a fully functioning database and the importance of communicating with my clients on a consistent basis. I made sure that every piece of mail, every newsletter, every sign, every everything had my name and tag line on it. I believe in consistency and keeping things simple. There is no need to re-create the wheel every month, or year, for that matter.  

I learned this about 8 years ago. I was bored with just being a single agent and doing the same thing again and again every month, as far as my client mailings went. A fantastic real estate coach told me to banish that kind of thinking! Doing the simple things was what had worked and made me the success I'd become. I snapped out of my attitude of boredom really quickly, and so should you! Whatever you're doing now to brand yourself, continue doing the same thing, and make sure to keep it simple.  

There are many ways to brand yourself, and they don't have to cost a bundle. Simple ideas like making sureyour logo, signature, and tag line are on all of your outgoing e-mails is a good place to start. If you're on Active Rain, you know the power of blogging within your industry. Once you get established here, branch out with other social groups that interest you.  

In the unlikely event that you don't have a website already, get one created today!!. On your site, offer to feature Business Partners and ask them to list you on their sites. You will create such greate energy and synergy by helping each other build your businesses. Create an e-newsletter for your client base, or send out a "snail mail" newsletter. In my business, we offer both, as we have some clients who just aren't into computers and we don't want to leave them out of the loop.  

Offer to speak to groups or clubs in your community. If you don't feel like you're an expert yet, fake it till you make it! Public speaking is good practice and it builds confidence, not to mention the clients and referrals you will generate. As I mentioned in Part 2 of this series, remembering your clients around holidays is an excellent way to keep your name and brand out there, front and center. Be a giver in your community by offering to serve on committees and helping out with the causes that you are passionate about and truly enjoy.  

Brand-building takes time and effort. If you work at it consistently, week after week, month after month, by year's end, you will see a vast improvement in how people are receiving and perceiving you. And your bottom line will be looking a lot better as well! 

There are many resources on the web about branding, so you have no excuse not to become a student of branding!  

Next up, we'll discuss Networking Your Way to Success.    

Until then ...

Anna Banana

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PS: Do you live in the Phoenix, Arizona area? Are you thinking about making a change in real estate companies?  Give me a call at 602-595-8900 or e-mail me at anna.banan@cox.net. Let's talk about your branding strategies - and how I can help you grow your business. JDI

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