The Ego Branding is dangerous! But BRANDING is Essential.
Have you seen the advertisements? Big Billboard....Agent glamour shot with their phone number. Is this ego advertising? Or are they branding themselves smartly?
One thing is for sure, as people become successful, its very easily to become complacent or to become a little prideful with what you have accomplished. It is a self improvement battle to achieve success and remain humble and on task with driving value into the community. I always strive to keep a check to make sure that I dont do anything ego driven. But that I do everything...as creating value. Its only natural to become prideful after much success. One must know the difference before their marketing gets out of whack.
Name Branding vrs Ego Advertising - The type of campaign you are running could be a side effect of whats going on in your inner self. What ever is going on inside of you is what you will create externally. You will end up getting what you want. Look at your advertising, it is manifesting to you what is going on inside of you. Why are you marketing the way you are? That is the question. So what is the difference?
Name Branding Advertising: Consistent value driven advertising with a business goal in mind.
Results of Great Name Branding:
- People that you have never met or heard of are sending referrals to you.
- People feel like they know you and they like you....without even meeting you.
- People hear or see other agents advertising and think its you. (A person I see every 3 months said.."hey Dave every time I go to a Jazz game I think of you....every time I see that advertising of yours at the Jazz games, I think of you." By the way, I never advertise at the Jazz. OR I asked a client why he called....he said "I hear you on the radio all the time." By the way...I dont do radio advertisments. Great branding is the whole pass me a kleenex thing. Kleenex is the brand of tissue. You become the brand of real estate agents.
- People refer to you as the expert.
Behavior sidenote when you are doing great name branding: This is the type of behaviors that occur when you are in a branding mode instead of ego mode.
- When you arent offended at other agents advertising.
- You are nice to everybody and see them as superior people meaning you see their strengths and talk as if they are equals.
- You always introduce yourself.
- You see competitors as a necessity to success.
- You see other agents as an asset to your success.
- When you praise other agents and you praise your clients and develop meaningful relationships with them all.
EGO Advertising - This even goes for those people who dont have the big billboards or the big advertising. This actually applies to everybody despite your marketing budget.
- When you do advertising because you want to have your face on a billboard or you want people to call you up and say they saw you.
- When you admire how good your business cards look when you get your new picture on them. Ohh you stare at them...smile....and than stare some more....ask your friends..does this look good?
- When you see another agent have a tv commercial and you want to have one now. (I learned this the hard way. I was guilty of it. Now if I do a commercial only when it is value driven with a business goal in mind.)
- When you build a business because you want to see yourself plastered everywhere.
- When you are in self denial. (I heard an agent sadly say this once,"I dont work for anybody..I have my own company..Im affiliated with such and such brokerage...but this is my own company.")
- You are just excited to see that you are "Owner" on your business card.
Behavior sidenote:
- When you expect people to know who you are.
- You expect people to come say...ohhh are you this person?
- When you see others as inferior. You are the smartest and fairest of them all! Mirror Mirror on the Wall ;)
- When you speak negatively about every other agents marketing. (When I did this in the past I learned that it was a need of my inner self to feel more important or smarter. Its actually like taking cocaine. Doing this is an artificial drug that feeds our ego. We must have a healthy love of our self...and when we do....we wont speak negative about others marketing.)
- When you talk about other agents as being stupid or dumb or anything negative.
When we praise others, give value, and focus on self improvement we can brand ourselves effectively. We will brand intelligently only when our inner desires are inline with selflessness. That same marketing will attract people into our lives.
When we talk negatively about others...we are in a sense ego feeding ourselves even if we dont have a big billboard. But that inner need to feed one's ego will create ego advertising.
So in order to start branding yourself effectively....You need to start by praising others. Praising others will help you see the positive in others. It will heal your soul and you wont have the need of ego marketing.
SO ENSURE THAT YOU ARE BRANDING AND NOT MAKING EGO CENTRIC MARKETING DECISIONS...Will you please take this time and praise someone else? Who do you admire and why? Maybe your favorite ActiveRain Blogger?
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I will start off with Julie Kippen. She works tirelessly to keep her clients informed of all changes and of all new properties available for them.