What is the perception of your brand?

Creating a customer experience is the foundation of every business.  Whether it is positive or negative, each transaction creates an experience that your clients remember.  But in recent years something has changed.

The voice of the consumer is more powerful than ever before.  Now not only do they experience your service but also they share it through a multitude of social channels.  We want and need this powerful voice to be an advocate for your business and your brand, but how can your clients align to your business if you can’t define it?

A company is who you are; a brand is who you are perceived to be.   A brand is what your clients think, factually and emotionally.

Major brands use taglines to evoke emotion, suggest a customer experience and increase their brand awareness.  A great tagline suggests brand values and allows you to communicate in a memorable way.  Take these brands and their taglines for example:

Apple              Think Differently

L’Oreal            Because you’re worth it

Tesco              Every little helps

Kit Kat             Take a break

I’m not suggesting you need a tagline but ask yourself, do you have a message that is memorable and defines your brand?  Is your clients’ perception what you want it to be?

So what makes a good brand?

  • Knowing and understanding your audience.  This can be demonstrated through the content you produce, the way you market your company and most importantly the way you interact with your clients.
  • U.S.P. A clear vision of what is unique about your estate agency and its strengths.
  • Consistent and clear message. Underpinning everything you do with the same ‘voice’ gives clarity on who you are perceived to be.
  • Buy-in from your team.  You need to ensure that your brand values are part of your day-to-day operation and not just a document you all aspire to.

Would you say your estate agency understands it’s audience and U.S.P and is consistent with their message throughout their business?  Where does your personal brand fit within the business?

Authenticity

Your Personal Brand is you, its your appearance, your business card, its how you interact with people online and offline, its your image as you are perceived to be.

A Personal Brand is all about influence.  My advice when it comes to your personal brand is to be authentic.  Stay true to yourself, your strengths, likes, all the quirky and unique features that make your brand, you.  An authentic brand is a trustworthy brand, ‘faking it’ is not something you want to project or trust.

What is your USP?  Being seen as ‘different’ will enable you to captivate your audience, without a USP you will only be seen as a follower rather than a leader.

One thing that can make or break you is how you show up online.  Therefore you need to ensure that how you comment, blog and speak to people online is a reflection of your brand.  Showcase your talents, make sure you highlight your achievements; this can encourage people to want to engage with you.

Everyone has a personal brand; it is how your industry peers, staff and clients see you.  Is their perception correct?

The Brands Align

Your company brand needs you to deliver its brand values in and authentic way; this is why it is imperative that your company and personal brands align, but stay separate.  Allow your company brand to reflect your estate agency core values and mission, whereas your personal brand provides authenticity.

Be Memorable.

Stephen Brown

Consultant to Estate Agents with the focus of generating more revenue. Over 20 years of industry experience having been a Director of an award winning London Agency.

You May Also Enjoy

5 Great Property Management Software in the UK
Letting Agent Talk

Five of the Best Property Management Software for Landlords

Being a successful landlord requires a good relationship with your tenant, ultimately you want your property to be treated well, get paid on time and build long term relationships. Management of property has come a long way in recent years especially since the internet and certainly thanks to management software and apps. Today there are…
Read More
how to present your property for sale
Letting Agent Talk

LETTING AGENTS AND LANDLORDS FACING SURGE IN DISREPAIR CLAIMS

Recent research reveals there has been an exponential rise in disrepair claims over the past five years, with more than £55.1m paid out across 70 English councils that own their own stock. (Source: Inside Housing, February 2022). Legal costs nearly doubled between 2017-18 and 2020-2021, while the number of cases increased by 132%. Of the…
Read More
Breaking News

BREAKING PROPERTY NEWS – 17/05/2022

Daily bite-sized proptech and property news in partnership with Proptech-X.   PRESS RELEASE: BriefYourMarket partnerships take lead generation to next level Generating and nurturing leads is the backbone of estate agency. According to Richard Combellack, Chief Commercial Officer at BriefYourMarket, this is exactly what BriefYourMarket is about, finding and nurturing new leads via a variety…
Read More
Home and Living

5 Gas Safety Tips to Keep You Safe at Home

Houses with safety hazards are not desirable, since they endanger the lives of their occupants. The value of your home diminishes if you’re your house and property are damaged, including gas appliances. Therefore, all owners, landlords, and tenants have a responsibility to have the appliances they own tested for functionality. Check all of your household…
Read More
do i need planning permission for a shed
Home and Living

What you need Planning Permission for in your Garden

Gardens, mostly those at the rear of property, offer us a great diversity of options outside just a lawn and patio area. From outside office space to swimming pools, gardens are a great space in which we can add great value to our lifestyles from leisure to work. Planning permission is the phrase used to…
Read More
Breaking News

BREAKING PROPERTY NEWS – 16/05/2022

Daily bite-sized proptech and property news in partnership with Proptech-X.   nurtur.group continues to strengthen its leadership team With my non-journalist hat on, and to ensure complete transparency, I also hold a position as a non-executive director at nurtur.group – AS Following the recent acquisition of BriefYourMarket, proptech supplier, nurtur.group has announced that Damon Bullimore…
Read More