5 great Branding ideas you can use!

By
Services for Real Estate Pros with John Henry Masterworks Design International, Inc.

This was an article written by branding consultant Tim Asimos in 2014, addressing the architect/engineering/construction industry.  I think it has applications to AR members.

 

Establishing, conveying, and maintaining a powerful brand is a critical component of an AEC firm’s marketing strategy. 

“One of the top goals of branding has always been to distinguish a firm from the crowded sea of similar, qualified competitors,” writes Tim Asimos, VP and director of digital innovation at circle S studio, in a LinkedIn Influencer post

He suggests five strategies to make a greater impact with your firm’s branding efforts.

1. Focus on the why, not the what.

In their branding and marketing, many A/E/C firms focus their attention on the tangible attributes of their firms – the who, what, when, where and how,” Asimos writes. “But when everyone can boast the same service offerings, markets and accolades, you’re left with a crowded sea of ‘me toos.’” 

The goal, he says, should be to move past the tangible attributes of your firm and tap into the emotional triggers of your target customers by conveying intangible attributes that can’t be easily imitated by competitors. 

2. Discover your differentiators.

Asimov argues that every strong brand stands for at least one differentiating attribute in the marketplace. 

“Your firm already has a position in the minds of your clients and prospects based on thoughts and feelings derived from their knowledge of and experiences with your firm,” he writes. “So it’s essential to understand how the market already views your firm and uncover what actual differentiators you possess.” 

He advocates conducting interviews with key members of your management team, employees, partners, clients and prospects to start to answer the “Why our firm?” question. 

3. Craft compelling key messages.

The next step is to craft compelling key messages that pinpoint your unique position in the marketplace, reaching your target audience at both a rational and emotional level.

“If you have identified unique differentiators, it’s important to communicate these throughout your proposals, website and all other marketing materials,” Asimos writes. “And if you want to stand out, take a different approach, tell a different story and find distinctive ways to get your message across.”

4. Establish a distinctive visual identity.

Your visual identity – logo, color palette, styles, photography, fonts, textures and other brand elements – should work in unison to support your messaging and help you to stand out from your competition.

5. Be consistent. 

Strive to provide a consistent user experience with your firm, whether someone is visiting your office, exploring your website, reading your email or scanning your LinkedIn page. 

Asimov suggests performing a communications audit at least once a year to take an inventory of your current marketing and communications efforts and identify inconsistencies and areas that need improvement. 

Read more on LinkedIn.

- See more at: http://www.bdcnetwork.com/blog/5-ways-improve-your-firm%E2%80%99s-branding-efforts?eid=216285954&bid=887388#sthash.ZOjbASRe.dpuf

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Peter Mohylsky 11/07/2018 06:50 AM
  2. Joyce Marsh, Daytona Beach Florida Real Estate 12/01/2018 01:09 AM
Topic:
Real Estate Sales and Marketing
Tags:
branding points for aec business
brand for success
branding as part of your marketing strategy

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Rainer
447,175
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear John,

That sounds like architecture itself: more thinking before doing. Every time I see a horrible renovation with great materials, I wish the owners would have consulted an architect first. They could have saved themselves money & had a much better outcome.

Nov 05, 2018 10:31 AM #1
Rainmaker
469,669
Francine Viola
Coldwell Banker Evergreen Olympic Realty, Olympia WA - Olympia, WA
In Tune with your Real Estate Needs - Olympia WA

You are right - these five tips definitely apply to agents, too.  Thanks for sharing this and good timing as I'm working on my marketing plan for next year.

Nov 05, 2018 10:59 AM #2
Rainmaker
4,033,848
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John,

There are few things that are missing here in my ever so humble opinion.  The big one is knowing who you are and what you stand for.  This is the heart of a brand when defined...

Nov 05, 2018 02:04 PM #3
Rainmaker
2,640,417
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning John.

Consistency I believe is the key.  I've seen so many who have lost that art.

Nov 06, 2018 01:54 AM #4
Rainmaker
104,150
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Dörte Engel Hello Dorte, I like your analogy.  The same materials and building effort can make one house outstanding and another mediocre.  The same is true with big budgets for marketing.  Unless they are wisely applied, you will see a mediocre result. 

 Francine Viola  Thanks Francine for your comment.  These are older branding tips but can be applied.

Ron and Alexandra Seigel Glad you responded to this and added a most important branding point.

James Dray   Hello James, being consistent is a simple attribute of a successful company.  Great to keep in mind. 

Nov 06, 2018 04:14 AM #5
Rainmaker
4,945,093
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

This is excellent advice to share. Best wishes for continued success.

Nov 06, 2018 01:39 PM #6
Ambassador
1,284,131
Dagny Eason
Dagny's Real Estate - Wilton, CT
Fairfield County CT, CDPE Homes For Sale and Condo

LOVE IT!!!!!     Keep going with these articles!

Nov 06, 2018 05:59 PM #7
Rainmaker
104,150
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Roy Kelley Glad to know this article had some ideas for you!

Dagny Eason Thanks Dagny, there is always something old that can be something new.

Nov 07, 2018 03:59 AM #8
Rainmaker
4,945,093
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Good Wednesday morning, John.

Have a great day and an outstanding week.

Nov 07, 2018 07:17 AM #9
Rainmaker
1,777,467
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Great ideas on branding your ID and standing out from the competition !!!

Nov 07, 2018 08:06 AM #10
Rainmaker
104,150
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Roy Kelley Hi Roy, thanks and hope yours is productive as well.

Michael J. Perry Glad to pass something along Michael.  Thanks

Nov 07, 2018 08:17 AM #11
Rainmaker
506,380
Wendy Rulnick
Rulnick Realty, Inc. - Destin, FL
"It's Wendy... It's Sold!"

This is a beautiful, thoughtful article with succinct points about being introspective about branding. I've taken notes.  

Nov 07, 2018 12:49 PM #12
Rainmaker
468,513
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experience Agent in Kansas City Metro area

Everyone has a brand, whether they actively cultivate it or not. Take charge of your brand and image!

Nov 07, 2018 01:27 PM #13
Rainmaker
104,150
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Wendy Rulnick Hi Wendy, hope it can up your game!  Thanks, all I did was pay it forward.

Mary Hutchison, SRES, ABR Hello Mary, I am learning so many things on AR about this subject.  Thank you.

Nov 07, 2018 03:38 PM #14
Rainmaker
372,085
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Branding is so key to getting the attention you need.

There are good points you have shared. These would not be the only things to focus on, but they should be included.

Thanks for sharing.

Nov 07, 2018 03:42 PM #15
Rainmaker
104,150
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

John Wiley Hello John, a few good points here and yes, more to do otherwise with branding.  Thank you.

Nov 08, 2018 03:27 AM #16
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John Henry

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