“Value is your client’s judgment about what is important to them.” Michael Thorne
There is a lot of talk about personal branding at the moment. The tension between brokers and agents, over where marketing dollars and branding effort should be focused, is palpable. Industry marketing expert, Valerie Garcia, provided some practical advice and tips at the recent Genuine Hustle event in Denver.
Pro Tip #1
You must understand what makes a personal brand. Valerie defines the following key elements:
Pro Tip #2
Simplify. Branding is more about how you make someone feel. We often get so caught up in colors, logos and taglines, we forget the true essence of branding--the feeling one gets when they think of you. What does your stuff say and how does it make people feel?
“Different is better than better.” Valerie Garcia
Pro tip #3
When trying to get to the root of your personal brand, ask your people, what are 3 words to describe me? Let these things be your story opener. Valerie states, “Don't just give yourself the title of realtor. Who are you, an activist, entrepreneur, listener, problem solver, community builder?” Lean into these things.
Pro Tip #4
Take a stand for what you believe in. Define your values, know what you stand for and then live it. Contrary to popular opinion about being polarizing, telling people who you are and what you believe in will actually draw the right people your way.
Pro Tip #5
Be consistent. Rinse and repeat, over and over again. Consistency matters because you are telling a clear story. Clear communication leads to a clear reputation. And, your reputation, both online and in person, is what people will talk about when you’re not in the room. Understanding this is the heart of what personal brand actually is.
Want to learn more about creating your personal brand? Use Valerie's hands-on worksheet to "find your brand voice".