Branding 101: Four Tips to Create a Lasting Brand

Don’t have a brand? Oh, but you do!

Lack of a brand is still a brand—a bad one. Which is not something that anyone wants to have. Here’s how to be thoughtful and proactive in presenting yourself to the world of potential clients. 

1. Define Your Brand

First off, a brand is so much more than a logo. If you have a logo, that’s a good start, but there are still a lot more working parts to add to it. Even if you aren’t actively trying to create your brand, you already have one with clients you’ve worked with before. 

Your brand defines who you are, what you can do and what you can bring to the future of the client that sees it. It signifies a level of expertise, a will to get the job done in the way the client wants that will leave them content and assured that everything is how it should be.

A way to identify what characteristics you want your brand to have is to make a good old-fashioned list. Write down positive words you would want people to use to describe yourself and your business. Try to use these words as a driving mechanism to create colors, logos, designs and marketing strategies. 

2. Write Your Brand Story

We don’t mean we want you to write a story about how your business came to be — although this is a good thing to have in the “About” tab on your website. We’re talking about your company’s mission, values and vision. Some questions to ask yourself to help lead you to create these are:

  • What do I give to customers they can’t get anywhere else? 
  • Why did I create my company? 
  • What do customers get from using my company? 
  • What does the future of my company look like? 
  • What is one thing I want to give to every customer who works with me? 

By answering these questions you can define the variables that will go into each statement. You want to keep them short, sweet and to the point.

3. Understand Your Audience

The key way to make sure you’ve created a brand that works is to try it out on your target audience. Every company has one, and it’s important to tailor your brand to that audience. You should be looking at their needs, wants and expectations and also identify what they don’t like. All of these parts go together to form a positive brand experience for clients. 

Social media and other platforms offer opportunities to get answers from your audience about what they like and want to see. For example, you can post polls or surveys asking customers if they receive certain things better than others. It’s a great way to interact with your customers to create relationships and also show that you care about what they have to say. 

4. Stay Consistent

As they say, consistency is key. Your brand should be clear and concise in delivering the message you want it to.

Let’s say your company is about finding a home for people that they can truly live in. You plan to give them the type of home that adds value, meaning and safety to their sometimes chaotic lifestyle. Your brand should showcase your promise to give customers just that with bright colors and a slogan that’s catchy and easy to remember. 

You should be using your brand in everything you make, from your website to your social-media platforms to your business cards. It should be a seamless package that comes together and gives the image of consistent, successful delivery.

The Road to Creating a Lasting Brand 

Creating a successful brand can be hard work. After working with real-estate professionals for over 10 years, we at Communications Squared understand that. 

If you’re reading this and need help creating your brand, head over to our contact page. We’re ready to help you deliver an original and impactful brand that will let customers know you’re the company to turn to.