Your Business Purpose & Building Your Brand
This week’s WBNL 52 coaching tip and actionable task is part of Module 2: Your Business Purpose and Brand of the “Connecting Your Real Estate Business” online course (WC Membership).
Your brand is NOT your logo!
What your brand IS …
- Your brand is your reputation – how others feel and think about you.
- It is the combination of the personal attributes, values, strengths, and passions that differentiate your unique promise of value, and helps prospective clients determine if they should do business with you.
- You must identify your specific qualities and characteristics, and communicate a consistent message across all marketing and advertising channels – online and offline.
- Your branding must be designed to resonate and connect on an emotional level with your target audience and appeal to all the senses.
- In order to get people to love your brand, you have to love it the most first.
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Define your business purpose
Determine Your Emotional Appeal
What are you passionate about?
What drives you?
What words do you use to define your personality?
What words do others use to describe you?
What are your core strengths and skills?
What three or four adjectives best describe the value you offer?
Why should a client choose to work with you?
How will your clients benefit from your services or product?
What words best describe the work you do, the service you provide?
What makes your business unique?
Define Your Brand ‘Mantra’
Your brand definition describes what you offer, why you offer it, how your offering is different and better, what unique benefits your customers can count on, and what promise or set of promises you make to all who work with and buy from your business.
It’s not your tagline or and advertising slogan. In fact, you may not even use this in your consumer-facing marketing and advertising.
If you asked most people to name Nike’s brand mantra, they would most likely say “Just do it.” That is actually a tagline (one of the most memorable advertising slogans of all time!) and a natural extension and representation of their brand mantra, which is “Authentic Athletic Performance.”
WBNL Coaching: Discover Your Path
Be Clear. Be yourself. Be unique.
- Be clear about who you are, who you are not, who your competitors are, and who your target audience is.
- Be authentic and transparent.
- Be clear about your points of difference or uniqueness.
- Identify your competitors so that you can distinguish your brand messaging from theirs.
Keep it succinct. Keep it simple.
One primary idea, concept, or statement.
Create Your Business Purpose Statement
Now you can expand on this core ‘mantra “ to develop specific marketing messages, advertising slogans or a tagline.
You can also create your Business Purpose statement by writing out the answers to these questions and including it in your marketing materials, personal brochures and materials, on your “About” section on your website, etc.
- Who Are You?
- Who is your ideal client?
- What you know, stand for, believe in?
- How you do it?