Last year I read two articles that have helped me to find my path and keep my goals out in front of me each and every day.

The first article, "Think Category First, Brand Second", by Al Ries, discusses building a category and dominating it prior to building your brand. He then expands upon this theory in a later article titled, "Category Builders and Category Killers".

In these articles Ries sites examples of companies that have dominated a category before their brand and continue to do so- think Starbucks. He also gives examples of those that have built their brand first, but then failed to exert an influence over a category- think Smirnoff Black.

Hmm...say what? Exactly, emphasizes Ries, you think Absolut. Smirnoff Black doesn't even enter the horizon.

Why do I bring these articles up now?

Because every real estate professional needs to think about their category and then their brand. This may seem like a foreign concept, the path always taught is to build your brand first. But if you build your brand first then what is the value proposition that you hold to real estate buyers and sellers?

You want clients who think of you first, foremost and always. Hard to do with a one size fits all style. Make no mistake: A name that's just a name could give the same service if named another name. Let me explain: If you are just a brand name, a real estate consumer will perceive the same service as your competitor down the street. It is your unique attributes, it is what you bring to the table that no one else can bring, that make you the obvious choice.

How do you think category first, brand second?

Think about your unique qualities and skills. Think about why you got started and continue to work in the real estate industry. Think about your untouchable qualities. Think about what you can give to real estate buyers and sellers that will have them coming back for more in the way of multiple purchases, repeat business and referrals. This is what will help you to determine your category.