Everything, YES, EVERYTHING your company does is branding. So, you really need to define your company branding strategy if you want it to be at least a bit successful.
Every piece of content you put on social media, all marketing material you create and how you promote your business all help (or maybe not) to create an impression. Therefore everything you put out there is super important and needs to be considered.
If you want your marketing to be more successful then you need to build it up correctly, and from our experience, many property professionals seriously neglect their branding and marketing strategy.
A strong brand and a successful marking strategy can help you all to:
- Attract investor finance
- Sell property deals
- Generate off-market leads
- Raise your profile and become the expert in your property strategy
However, if you just aim to get your content out there, then you need to ask yourself the following:
HOW ARE YOU BUILDING TRUST?
Know your core values and key message. Believe in what you offer and make it evident in everything you do. Knowing this will allow people to start trusting you.
Would you trust a person who is clearly confused on what they do, what they believe in and what they stand for? Especially if you meet this person for the first time and they ask for your money? Didn’t think so.
DO YOU HAVE CONSISTENCY IN YOUR BRANDING AND MARKETING?
Consistency is KEY when it comes to marketing. You need to have the same message across all platforms and make sure visually you look exactly the same too so your audience knows its you. Marketing is often about the amount of times your audience sees you and likes you consistently.
DO YOU UNDERSTAND YOUR AUDIENCE?
This is a key question you need to know from the start, otherwise, all your marketing efforts will be wasted. Are you ready for it…. Who are you actually targeting?
Create an avatar of your target audience and this will really help.
ARE YOU RIGHT FOR THE MARKET?
If you are positioning yourself as a particular specialist but your market doesn’t need this, then it doesn’t matter how good you are, it’s going to be a lot harder to do business with people who don’t need you.
Doing this research at the start will save you a lot of time.
WHAT FEELINGS ARE CREATED THROUGH YOUR PROPERTY BRAND?
Feeling is a huge emotion when it comes to brands, and investors often want to have a strong gut feeling before parting with their hard earned cash. This is the same for everyone you interact with, you want to leave the correct impression and feeling whenever they see your brand. Think about feeling and you will reap the benefits.
ARE YOU BEING AN EFFECTIVE STORYTELLER?
A lot of the time, people don’t invest in the product, they invest in the journey and want to be a part of that. So tell your story and think about how you want to be viewed to outsiders.
ARE YOU GIVING YOURSELF THE BEST CHANCE?
You all know this already, but are you using professionals where you can? You wouldn’t give yourself a haircut just because you can use a pair of scissors, would you?. So make sure you get a professional to come up with a brand for your business and produce your marketing assets.
But don’t just use anyone, use a professional that is not only a great designer, but someone who knows your business and industry well.
A quote that is very fitting is ‘If you think good design is expensive, then you should look at the cost of bad design’.
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