Is Your Brand Keeping Its Promise?
Over the next few weeks, we will be exploring branding as it relates to luxury real estate. This is a particular area that all luxury agents can revisit and improve during these challenging times.
What Exactly Is a Brand?
If I were to ask five different people for the definition, I am guaranteed to get five different answers. Possible answers are:
- Your logo
- Your overall “look”
- Marketing
- Your public face
There are a couple of definitions I like:
- What do people say about me and my business when I am not around?
- What is the promise I make to the market?
The second definition is my favorite because anything we put together in terms of our marketing, materials, and collateral convey a promise.
What Is Your Promise to the Marketplace?
Your brand sets up expectations of the marketplace. If you don't meet those expectations, the consequences are dire. Share on X All the fancy logos, artwork, and marketing will not win back business if you fail to meet your promise and if you fail to fulfill the problems you make in the marketplace.
Until next time, make it a great week.
