Comments (5)

Jim Gottschalk

Good advise.  Makes good common sense. Making sure what we advertise is matching what we really do and say is very important. this was a great opportunity for me to check myself and my advertising.

Thanks, Jim Gottschalk

Mar 11, 2009 12:33 PM
Bill Price

Mark, thanks for some great eye opening information. I must keep the same message in all three areas.

Mar 12, 2009 12:34 AM
Mark Eckenrode
HomeStomper - Maricopa, AZ

yeah, it's very much about making sure your message is congruent with who you really are no matter where consumers encounter your message. it'd be branding hell (not to mention confusing) if someone saw an ad that said somehting along the lines of "i remove the stress and hassles from your home buying experience" one place and then saw "for uptown lofts or condos, i'm your realtor". two totally different messages, so folks remember none of them.

Mar 12, 2009 04:06 AM

This is very good, but I have a question.  What do you do, how do you approach another venture? eg. I also sell Jewels by Park Lane.  Additionally, I'm involved with a non profit organization that benefits high school students entering the Construction Industry.  How do I let everyone know about everything the "right way"?

Thank you for taking the time to respond!

Mar 12, 2009 09:21 AM
Mark Eckenrode
HomeStomper - Maricopa, AZ

@maryann: good question, thanks for asking. now, the point here is to keep the message for each venture singular and on point so it's easier for your brand to create recognition in folks. the easiest way to do this is to seprate them from each other - don't present yourself as "i'm a realtor, and i also sell jewels, but you might also want to check out my NPO."

what i suggest doing is to look at each venture as an individual entity rather than viewing things as yourself doing 3 ventures. then build the brand message for each one individually: build one for yourself as a realtor (maryann), build one for the jewels venture (not as maryann who sells jewels), and one for the NPO (not as maryann who has an NPO). this way when you speak about each one you're speaking about them as if they were individuals... it's tough to brand yourself as a jack of all trades, it's easier to brand yourself as a master of one and each one a master.

Mar 12, 2009 12:18 PM