Sometimes, people can underestimate just how big an impact brilliant branding can have on a business. This time last year, pop star Justin Bieber was a rich kid with too much money and a bad attitude. Through branding revitalization, he is now seen as a talented young artists who is trying to be more responsible. Oh and he just won his first Grammy.
Branding is more than a logo or a slogan, it is everything you stand for as a business. From giant corporations to small businesses, proper branding can make all the difference in how your business is perceived and how badly want to be part of your experience.
Take Starbucks for example, they have one of the most recognizable brands in history. But most people would tell you, there’s nothing particularly spectacular about their coffee - yet people keep coming back. What Starbucks has done so well is sell you the “Starbucks Experience.” They have expertly created a warm, inviting brand that entices you to comeback without shoving their brand down your throat.
Oprah Winfrey is another example of an expertly executed brand. Oprah's branded image pre-sells her. All she has to do is mention a book and it will appear on the bestseller list.
The Bandwagon Effect
But why do people respect and support strong branding so much? It’s because branding creates status. Without taking you through the deep psychology of human socialization, it’s evident that consumers think about how they will look among their peers.
There is an appeal to being part of an exclusive community. Apple fanboys lineup outside the store every time a new phone comes out just out of loyalty and anticipation. This same “Bandwagon Effect” can be achieved by any small business as well. You just need to find your niche.
Your Image Matters
Your brand is the face of your company so it should be just as personalized and unique as you are. A great brand image does several things:
It sets you apart from your competitors.
It gives your customers a chance to visually and emotionally connect with your business.
It instills faith in your product and your ability to follow-through.
Your logo is also more than just a picture or a decoration, when done right a logo represents a brand’s attributes and core values, they have meaning.
For example, in 1971 Nike introduced the “Swoosh,” which is a variation of a wing based on the Greek Goddess of Victory, Nike. So with one simple, and impactful symbol, any consumer knows exactly what Nike is trying to represent and “victory” is now strongly associated with their brand.
Why It Works For Realtors
It requires a lot of commitment to properly brand yourself as a real estate agent, but branding effect that those major companies like Starbucks can achieve is perfectly within your reach as well.
Remember, branding is more than putting your face on a business card or billboard and saying you’re the best agent in town - it’s everything you stand for and what you’re promising to your customers. Top agents have branded themselves as experts, leaders and successful salesmen who can still get the job done regardless of market conditions.
To start down the path of expert branding, take a minute to evaluate where your business is now and where you want it to go. Pick your target market. Are you selling to millennials? To seniors? In the country? The city? Whatever it is, you’re going to let everyone know that’s what you do best.
Pick a slogan that represents your brand and your promise to your customers. Repeat it often. Gradually, your name will become synonymous with your brand, your community and, ultimately, success.
Looking for even more way to build your brand? Gwyneth Paltrow reveals her secret to success.