Branding 101

By Lorayne Bryan, Real Estate Business Magazine, June/July 2007

How to Establish Your Brand in an Ever-Evolving Landscape

Suppose while mingling at a charity function someone asks, "What do you do for a living?"

If your reply, especially one revealing a career in real estate, appears one-dimensional (I sell houses), then you may be missing out on the multi-faceted marketing benefits of branding. Branding isn't limited to artistic business cards and signage logos, nor is it confined to national ad campaigns promoting your parent company. The essential feature at the core of branding is its distinct illumination of who you are, what you do best and what distinguishes you from your competition. Where once the nationally recognized product or company you represented effectively was you, with branding it simply becomes just one of many features of your professional identity.