Some people think that if they’ve got a name and a logo for their business, it’s job done, and that’s the whole branding thing wrapped up. But there’s a lot more to it than that!
Whether you’re starting an agency in a town which already has plenty of agents, or launching an online-only business, you need to stand out by developing a strong business identity. This takes some thinking about, so consider these points when you’re developing your brand.
1. Know what kind of brand you are
Take a day out, and have a brainstorming session - what are your brand values? Where do you fit in the market? Is there anything different about your brand? What kind of clients do you want to attract? Are there things your brand would never do?
2. Choose a business ID that will work on a portal
Logos and branding used to be confined to printed letterheads and office fascias. Now, they’re more likely to feature in portal listings, web sites, Facebook pages and blogs.
On many portals, every listing looks the same, except for the agent’s logo. So that logo really has to work hard and needs to be something that’s going to stand out and look good when reproduced online.
Increasingly, businesses and consumers are using analytical tools to produce map views and infographics on the portals they use. Take the nethouseprices.com sold prices map view, as an example. You can place your logo next to the properties you have sold. What you need is a logo that’s easy to read and that stands out. In general, mixed case words are easier to read than words that are all capitals (that’s why motorway signs are mixed case).
Bright, clear colours work well but white letters on a strong background colour aren’t so good when the logo is relatively small, unless a strong typeface is used. Long business names can be a problem too - one or two words are best. Simple symbols can come across well. An agent using a medium sized red dot as part of their branding is easy to spot on a map. A quick browse down the listings on a portal will give you an immediate lesson in which branding is working and which isn’t. It should also provide lots of ideas for your own branding.
3. Think creatively and laterally
Don’t be afraid at this stage to think laterally and creatively - if my brand was an animal, which animal would it be? These seemingly off-the-wall exercises can get at the deeper truth about what kind of brand you are, and make your branding more authentic and engaging.
Another example is the three word exercise. You get a bunch of people who know the business to write down any three words that they think sum up the brand. It might be “edgy, connected, urban,” or “traditional, trustworthy, family-friendly”. This gives you a valuable insight into how you are already seen, and where to position the brand.
4. Know why you’re in business
Mission statements at their worst are just pious corporate phrases. But having one that really says what you think you are doing in business can be a major step forward in building your brand. A straightforward statement such as “We’re here to reduce costs for landlords”, can help to clarify how the brand should present itself.
Can you give an immediate and straightforward answer to the question, “What’s your business here for?” If not, it’s time for some brand development.
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