To Brand or not to Brand? That is the question.

Real Estate Agent with RE/MAX of Valencia CA - Paris911 BRE# 01238257

When it comes to any business that is interested in procuring new customers or retaining past clients, it is very necessary to be both persistent and consistent.  Usually when you are in the process of working in some way for a client, you need not worry about whether or not they are going to be loyal.  The "Loyal" speech should have been one of the first things spoken about and agreed upon.

If you look at some of the huge names in the world that have a product to sell like McDonalds and Amazon.  One of which sells fast food and the other about every other product under the sun.  You can remember some of the commercials or advertisements that both corporations have done.  They are locked into your memory bank and will have left their imprint forever.  What is wonderful is not only have they affected short-term memory but, due to the repetition, they have tattooed themselves upon your long-term memory. 

Another aspect with their advertising in which they continually perform is keeping their message clear and concise.  They know that attention spans vary and it has to be quick and to the point.  Each and every year they increase their advertising budget to reflect their prior year sales.  This is also done consistently.  However, when they do an advertising increase, they are sure to always hold current advertisements.  They do not give up ground.  Once the ground has been taken, they are sure to never retreat and to always hold their present position.  If and when an increase is warranted, it is placed "in addition to" and not "in replacement of".

What would help you immensely is to find a brand for yourself.  It might be your name and that is great.  In Real Estate Circles, mostly the name is how an agent brands him or herself.  Here is a consideration, what if there is another person that comes to town to work in your pond that has your same name?  It is probably unlikely, but it could happen.  Along with a name is usually a clever quotation about what kind of service they provide or something catchy that might relate to their farm.  These quotes and or phrases are mirrored and or copied by others in their industry.  So you have your "name" and then you have your "quote".  What if you were to think farther than your name and your quote?  What if it were something that you were going to have to build from the ground up?  Your name is already established, if in no other place, with yourself.  So realistically you have a brand that can be very good, but it might be able to be better.

Look at some of the big names on the Internet.  Google, Yahoo, MSN, Excite, and AOL.  Directing your attention to the first two, Google and Yahoo, to me they are meaningless.  Those names don't bring anything else to mind except the products they represent.  I know Google and Yahoo as two of the biggest and most powerful Internet search engines that exist.  What a Great Brand.  When you are successful of having a brand that people understand and it queues their long term memory you are getting close to having arrived.

Until next time my Brothers and Sisters - In the meantime please let me know your thoughts on Branding and thank you!

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Rob Robinson- Lehigh Valley PA
Bertrum Settlements (Title & Abstract) - Allentown, PA
A Re/Max in France? COOOOOOOOOOOL   :^)
May 23, 2007 06:54 AM #1
Leon Austin
Mobile Notary Services - Colorado Springs, CO
Colorado Springs Mobile Notary

Connor, I agree that branding is very important. When I think of software, I don't see images of Bill Gates or Steve Ballmer.  And their names don't immediately come to mind. I think of that four-squared multi-colored logo that represents a window, then imagine it associated with millions of computers around the world.

You made me think when you mentioned that most of us have our name and a quote that we use to set ourselves apart. For now that's really all I have. But it will take more. 


May 23, 2007 07:27 AM #2
Dianne Barody
Century 21 AmeriSouth Realty - Pensacola, FL
Pensacola Florida Real Estate
you are so right....when I think of Nike,,,,I think of the check mark. Just do it....I guess I need to do some brainstorming on this one.  I don't have anything that sets me apart.
May 23, 2007 07:37 AM #3
Robert Whitelaw
Whitelaw & Sons Real Estate Services - Morgan Hill, CA
Broker, CEO, Realtor , ePro
I think branding is key. I have invested money in getting an easily recognizable logo and I am putting together branded clothing, bags, etc. to use in my day to day business.
May 23, 2007 08:41 AM #4
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Connor T. MacIvor - (888)SCVnest
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