Branding Your Business Voice

Education & Training with The Lones Group, Inc.

The Lones Group, Inc.

Branding Your Business Voice

A brand is a visual expression of who you are, what you offer, and what your clients can expect from you. It is a blueprint of your client experience. It will season conversations about you and your company, and it must be an authentic representation of who you are. Your brand can instantly communicate what you stand for, the value your offer, and how you are different from your competition.

I get excited when I see agents embracing brand development because the power of a good brand is limitless. On some level, agents know their branding can do the marketing for them when they are not there, but they often don't know where to begin.

In general, I find that agents have a difficult time creating a cohesive brand without an experienced design professional on their side. Successful brands have memory markers, tell a story, and indicate a business style to a potential buyer or seller. It is memorable and graphically cohesive. It is well-balanced and enticing.

At its core, a brand expresses the emotional or psychological relationship you have with your clients. It's not something concrete - it's the experience that a client can expect when they interact with you. A good brand reflects your personality.

Having your own brand allows you to have your own "marketing voice", that speaks loud and clear about your commitment, your values, and your unique character. It identifies you as entrepreneur who is serious about their business.

Strictly speaking, logos, "name treatments", or other visual images are not brands, but they are representations of brands. Think of them as a shortcut to your brand, one that allows clients to immediately tap in to the positive feelings they'll experience when they work with you.

Here's one of the best reasons to have a brand: it allows you to accelerate the cycle of business with potential clients. Your brand allows you to quickly build trust with clients - and you'll find that clients will gravitate to you based on the core values and emotional impact that resonates from your brand. Your brand also makes you memorable, helping you to stand out from the crowd.

How do you know if you're ready for branding?  Branding is for you if you need to:

  • Differentiate yourself in your market place.
  • Take your competition out of the equation.
  • Gain focus on your core values.
  • Shorten the time it takes to build trust with clients.
  • Leverage your opportunities.
  • Start marketing yourself, not just the company you work with.

If these solutions match the problems you're facing in your business, it's time to develop your business brand.


By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

The Lones Group, Inc.

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Real Estate Best Practices
business building
business strategy
competitive edge
real estate
denise lones
the lones group
business marketing
brand development
business style
zebra report
branding solutions
marketing voice

Spam prevention
Show All Comments
Harry Norman, REALTORS® - Atlanta, GA
Associate Broker

Good day 

Thank you for sharing your information with us 

Have a great day.


Jul 13, 2018 11:24 AM #1
Maria Sapio
Berkshire Hathaway Homesale Realty - Carlisle, PA
Real Estate Agent- Carlisle, PA.

I particularly liked this aspect of your article:
At its core, a brand expresses the emotional or psychological relationship you have with your clients. It's not something concrete - it's the experience that a client can expect when they interact with you. A good brand reflects your personality.

Thank you!

Jul 13, 2018 03:05 PM #2
Capt. Bob & Kelly Davies
Allison James Estates & Homes - Englewood, FL
Waterfront Experts

So true!  We are told over and over by clients that it was our brand that drew them to us!  Thanks for sharing!

Jul 14, 2018 04:30 PM #3
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Excellent article Denise, Assuming our marktet begins to tighten in the future then Branding will be even more important to differentiate yourself.

To many agent and lenders know the importance of this strategy but fail to implement, myself included.

Jul 15, 2018 09:04 AM #4
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Great explanation of how the graphic branding entices someone to contact you to experience your personal communications.  I like the logo of the zebra and tagline by the way.  I take it the zebra is there as a symbol of the ability to change your stripes?

Aug 11, 2018 04:32 AM #5
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?


Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
Ask Me Anything About Real Estate
Spam prevention

Additional Information