Building a strong foundation for your brand

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The cornerstone of effective marketing

Key Takeaways

  • Foundational brand building is the most crucial process in any marketing effort.
  • The easier it is to recognise your company name, the better chance you have of  establishing a strong, dependable presence.
  • Marketing is as much about increasing your real estate agency’s exposure and generating brand awareness as it is about positioning yourself in an area.

Marketing is essential for driving every real estate business forward by helping you acquire new clients and nurture existing relationships.

In fact it’s probably true to say most businesses would fail without proper marketing. Awell-designed marketing strategy will deliver a better return on investment than most other business endeavours.

Marketing isn’t as complicated as it seems. Essentially, it all gravitates around  the concept of “foundational brand building”.  

Foundational brand building is the first step required to establish your presence and credibility within the community. It allows prospective customers to associate something solid with your brand they can move towards. If you haven’t positioned your brand properly, all other marketing efforts will fail as they are happening in a vacuum.

Therefore, before implementing any marketing strategy, recognise the importance of building a strong brand first up. Here are few tips to help:

1. Secure a catchy phone number

Easy-to-remember phone numbers are a cornerstone of successful marketing campaigns. As one of your most valuable assets, a phone number can quickly capture a prospective customer’s attention and help establish your identity and credibility.

Many real estate agents take their phone numbers for granted, forgetting that it’s virtually impossible to run a business without one!

A memorable number is one of the quickest ways to get a surge in your marketing response rates, and it’s very easy to get one.

Simply call your service provider and inquire about  the available telephone numbers. The key is to a select number with a series of repeated digits as these are the easiest to recognise and recall. If there isn’t a number a suitable number on hand, it’s not unheard of to check out existing numbers and ring one you like. The owner may be willing to sell it to you!

2. Come up with a memorable agency name

Choosing an agency name can be fun and exciting, but it can also be terrifying since the process often creates more questions than answers.

Will your new name resonate with the target market? What will people think of  it? Will they understand it? Should I have made a different choice? These are all important considerations for business owners planning their company’s name.

Enjoy the process, but treat it cautiously. Understand that your business name will portray your brand  for the duration of your company’s existence. It needs to be taken seriously.

An easy-to-remember name will be a great benefit to a company’s marketing campaigns. The more recognisable a company name, the better chance it has of establishing a credible  identity. Consistency is key. Make sure t your company URL is equally memorable and corresponds with your company name.

A company’s name should convey its main advantage. It should immediately tell clients exactly what you do without confusing them. Be strategic and associate your business name with  aspects of your particular niche. The name you choose should mean something to anyone hearing it for the first time.

3. Strategically pick a logo and colour scheme

Coming up with a logo to boost response rates and generate leads is a challenge requiring  thought and creativity.

As the most well-recognised elements of your marketing campaigns, logos and their colour schemes carry a lot of weight. They are essential for brand recognition  brand  in your target market.

Before beginning to design a logo, understand the role colour will play by  triggering  a broad spectrum of emotions. A well-designed logo uses this to its advantage.

Entrepreneur.com lists the following emotions associated with specific colours:

Blue: Secure, calm, honest, strong, caring, trustworthy.

Orange: Happy, sociable, friendly, affordable.

Green: Growth, organic, natural, caring, fresh, earth

Black: Sophistication, luxury, seductive, formal, authority

Red: Energy, love, exciting, action, bold, passionate

Yellow: Logical, playful, optimistic, forward thinking, confident.

Purple: Imaginative, Creative, Nostalgic.

Choose the right colour scheme depending on which emotions you want to evoke within  prospective customers.

Colour isn’t the only important part of a logo with s subliminal meaning. Font, spacing, and design all play a role as well.

Our subconscious minds respond to each of these aesthetic features in unique ways. A professional designer can combine all these elements to create a unique and unifying message for your brand.

4. Utilise digital media to the fullest.

As we live in a digital age, having a business website and social media presence goes without saying. However, many agencies and businesses are still  limiting themselves to a single  website. Given the growing role social media platforms like LinkedIn are playing in business, this could be a short-sighted approach.

Creating an optimised LinkedIn profile for your company is essential in the modern age, as it brings credibility to your business and employees. LinkedIn also provides a powerful avenue for generating leads by connecting you with professionals from multiple industries and supporting  your networking processes.  

Marketing is not just  about increasing a company’s exposure and brand awareness. It is also about strengthening your presence in a given industry. The easier your company is to identify and recall, the more leads it will generate.

Source: www.inman.com

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