Brand Yourself to Build Your Business

Did you know that you have a personal brand? Everyone does. What you wear, how you interact with other people – everything you do builds a relationship with your clients, and that creates your personal brand.

To effectively use personal branding as part of your marketing efforts, don’t be passive – actively define what you want your brand to be. Here are three quick steps to help you get started.

  1. Figure out what you do differently.
    Before you can take control of your personal brand, figure out what it already is. Ask your clients specifically why they chose you and your company over another company or agent. Perhaps you make a point to answer emails within one hour, are an expert in your local market, or treat all clients like old friends. Learning why they choose to do business with you will demonstrate what makes you stand out from the crowd.
  2. Consistently present your brand.
    To guide and reinforce your brand, it’s important to create a pattern in the minds of your clients and prospects. When you present yourself consistently, you will build your brand and clearly set a space for yourself in their minds. Be the information resource your clients need, and they’ll come to depend on you every time they need a question answered – and eventually, for all the real estate services needs you can fulfill. So whatever your personal brand is, be sure to project a consistent message, not only in your materials, but in your personal interactions.
  3. Make yourself memorable.
    Your personal brand isn’t just about how you conduct business. It’s also about who you are. Make yourself stand out by tying your personality with your business style. Are you a homegrown expert? Do you have a personal quality that stands out, such as an accent, fashion style or strut? These are all things you can use in your personal branding campaign.

Tie a strong trait to your strongest offering as a business resource – personalized service, creator of solutions, a unique understanding of your region. Use this combination to let your customers know what you have to offer, and position yourself to stand out. You’ll build a strong personal brand and gain loyal customers.

Once you’re on the way to an effective personal brand, take a look at how others put their brand into action. In my next post, we’ll focus on two great examples – one of them a Stewart associate.

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