Based on some statistics I receive, I’ve noticed that an article I wrote about branding is the most often copied page on our main website.  The message of that article was this:

Your Logo is NOT Your Real Estate Brand!

That may cause you to say Hmmm.  But, here’s what I mean.

Your logo represents your brand.  Your logo is the visual clue you give the world to help them remember your brand.  So, if the logo is a visual clue, then what is your brand?

Your brand is the definition of what your
real estate business offers to clients and customers. 

Think about that for a minute.

Would you stop by KMart to buy a wedding dress?  Would you drop in to Saks Fifth Avenue to buy a $2 pair of socks?  Of course not.  And, why do you think that is?

It’s because the marketing folks at KMart and Saks have worked very hard to train you about what to expect when you shop there.   Would your answers to  the questions above change if the KMart logo was blue with a happy face?  Or, if the Saks logo was printed using Arial as the font?

The point of developing a brand is to define your position in the marketplace and your Unique Selling Proposition (USP).  It’s identifying the things that differentiate you in the market and translating those things into benefits for the consumer.

Don’t get caught up developing a logo until you know what it’s supposed to stand for.  And, if you’re like most people, it’s a tough thing to do for yourself.  So, give us a call if you’d like help.