The Simplicity Of Branding in Marketing

Getting attention is a vital part of effective marketing. You must stand out from the herd. What separates those who survive and ultimately succeed in building a viable, profitable, predictable business is an understanding of business fundamentals such as planning, budgeting, and time management. But in the end, their most formidable business challenge will be to distinguish themselves in an impossibly crowded field.

In sales -- the goal is to go find a customer and persuade them.

In marketing -- the customer comes to you, predisposed to use your services.

Marketing is mental positioning. Take and hold the number one position in the minds of a couple of hundred people (your "community") such that anytime they think of real estate or real estate finance, your image comes to mind immediately. Marketing takes time. Selling is easier to teach than proficiency in the real estate business. But in the end, marketing allows you to spend more time with the customers and referral sources of you're choosing. You developed them and no one else can advertise them away from your brand. Marketing your brand to your community rather than being dependent on the warm leads of your company is in-line with how the role of brands has changed. These are some things to consider:

1. Define the result you want.

2. Identify the target market you will market your brand to.

3. Design your brand to reflect your uniqueness and be effective with your target market.

4. Create a niche.

Do not be disinclined to seek professional help in what might be the most important decision you ever make about your business. In the end, you, not the brand, still have to be that trusted advisor, who is trusted to provide the best products and services.