How Not To Do It

There's a great deal of work to do to get your branding right, but it's just as important to know what not to do.

July 11, 2013

Large companies and small, franchise affiliates and independents: Brokerages can unwittingly sabotage their brand-building efforts. Here are five branding don'ts.

Don't exaggerate.

You have to be able to explain how your company will do what you’re promising—and how you’ve done it in the past. That gives people confidence in your ability to perform. If you can’t tell people specifically how your brokerage delivers on its brand promises, it’s time to rethink your strategy.

Don't put off your electronic responsibilities.

Your online presence is too important for a once-a-month refresh. Maintain, update, and connect daily—and encourage your agents to do so. Professionals who have completed their online profiles on various real estate sites have triple the industry average for client leads—for free! Those who haven’t miss out.

Don't be lazy.

Put in the effort. Successful branding takes time and a lot of thought. Start with your own SWOT (strengths, weaknesses, opportunities, and threats) analysis. Then look at your competitors. What are they doing that you could do better?

Don't allow your image to become outdated.

Having a dated appearance can hurt your credibility. Your corporate Web site, your collateral materials, your office, and even the clothes you wear should be up-to-date and in tune with your brand.

Don't let agents go rogue.

You’ve spent significant time and money developing, testing, marketing, and advertising your brand. Make sure your agents are taking advantage of that work by using the brokerage branding on their business cards, signs, and other materials.