Dear Realtors, should real estate branding and marketing be two separate elements of a business or are they complementary factors of any business’s long-term success?

The two most frequently but more often than not incorrectly used terms in the creative side of your real estate business are "BRAND" and "BRANDING". And the biggest question is when is the right time to do them.

Being a professional designer I’m trying to honestly educate everybody about the importance of brand and marketing synergy.

Running any business throws ALL of us EAQUALY in the same hot marketing mess. Marketing is usually the first thing on everybody's mind but there are segments that need to be clarified way before we even start thinking about it because it would only become contra-effective long-term.

Top 3 Realtors’ misconceptions

M1 — A professional real estate branding is out of my budget.

Nope, professional branding doesn’t have to be out of your budget if you talk to a professional and plan your branding project well.

M2 — A real estate brand is a logo and marketing content.

A brand isn’t a logo and marketing content because those are tools of communication only.

M3 — My brand will emerge on its own once I start marketing hard.

Unfortunately, your brand will not emerge over time because a successful brand isn’t a coincidence that happens along the way.

1. When to "BRAND your business"

The short answer is, RIGHT FROM THE START.

Even if you're not aware of it, the moment you decided to start a real estate business, you started imagining and shaping your brand.

There is no such thing as a "future brand". The brand can only grow as you gain more experience.

The way you treat your business and clients right from the start is how the people around you perceive your brand from the first moment they interact with it.

A brand is what others think about your business!

I strongly recommend putting your business ideas, vision, and thoughts on the piece of paper instead of just "thinking about it" because it will immediately become "hard" to describe it using simple words and sentences. So how can your audience read your brand and like it, if it gets hard for you to communicate it simply and clearly?

2. When to “do a BRANDING for your business”

The short answer is that the sooner the better - but HOW to do it properly depends on your BUSINESS STAGE and possibilities.

Branding is a visual presentation of your brand concept. A logo, fonts, and colors are three essential branding elements that an experienced designer utilizes furthermore to visualize a well-told brand story and your specific values. At the same time, it will result in making your business unique and recognizable to the right prospects.

Sooner or later there will be the moment when you'll need a company logo and a whole bunch of designs, marketing content, and promotional products to materialize your brand to attract prospects.

There isn't a simple answer to "when to do it" because it solely depends on when you, a business owner, feel most confident to do it.

Professionally speaking, the sooner is always the better, but it’s NOT possible before identifying and clarifying your business inside and out!

Branding is the logical result of the brand concept and not the other way around.

What stage is your business at?

Once you clarified your business inside and out you can move forward with the branding project. Want to know what branding type is the most suitable for your business stage? To continue reading this article, join our REALTY BOSS private group for Realtors HERE and get all the answers.

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