Hey, You Are Damaging My Brand

Hey, You Are Damaging My Brand. I attended a fabulous webinar sponsored by Kristina Wise featuring author and branding specialist Bill Leider. In his book, Brand Delusions, Bill Leider focuses on the varied aspects that can make our brands better or damage our brands.


He shared some of the principles on branding in the real estate business and how important it is to an agent and the agent’s reputation.

As real estate agents, or frankly any other business person, developing and establishing a brand is being done even though we may not realize it. Having a good brand and image is what we strive for and there are influences out there that are undermining our brand and damaging it.

He says the brand is established by the whole experience the client has with us.  So we alone are not the one creating our own brand. There are other influences. If the client meets a rude receptionist in our office, that damages our brand. If someone on our team fails to convey a willing and helpful attitude it affects our brand. If we habitually run late it will affect our brand. If we are lax on returning calls or fail to communicate enough  with our client it affects our brand. The experience can be tainted all the way through the transaction with people and situations that affect our brand in a negative way.

Whether you know it or not, you have a brand and have been conveying that brand to the public.

So what are we to do about it?

Evaluate the whole process. First start with looking at yourself. Are you conveying the right attitude and competence to the client? Are your team members on board and do they have the same standard of professionalism as you? Are others in your office reflecting a less than professional image and does the client sees it? Is the company image lifting you up or tearing down your personal brand? Remember, image and brand are very similar and as my mother said, “You are affected by who you hang out with.”

Hey, You Are Damaging My Brand. Look around. You have a brand whether it is good, bad or mediocre. Most of us want a good brand and we have the power to make that happen.

If you want more information on creating a good brand, read Bill Leider’s book, Brand Delusions.