Building an authentic brand, how not to over-think and over-brand

If you've read any of my past articles, you know that I love branding. My mind gravitates toward creative ventures and I love the transformational ability branding has to shift perspective, whether a consumer is buying chocolate or shampoo or hiring their real estate agent. With that said, I'm constantly inundated with questions from less-experienced agents seeking guidance on how best to brand themselves. I've heard it all, from "How can I sell only luxury homes?" to "Will I be more approachable if I use Obama's campaign font?"

My first few years in the business I happened to sell a few luxury homes. I listed a $1,400,000 lakefront home and that listing resulted in a $1,250,000 sale from a sign call. From that point forward, I decided to brand myself as a luxury agent. Every fancy font you could think of appeared on my website, along with endless photos of mansions that would make Liberace proud. The overall aesthetic was well-received by most of the customers I interacted with, but I always felt like it was missing something.

This is a big mistake many agents make when it comes to their branding. So what's the right way to do it? These are some of the most important things to consider when you're building your brand and creating an authentic business:

Know Your Target Audience

In reality, I was targeting the wrong demographic for myself. Most of my customers were in their twenties or even younger (remember, I was 18). The million-dollar listings I sold were well-earned, but not as easily acquired for a teenager new to the business. Through years of growth and sales history, I realized that it was my approach to my business, along with my personality, that laid the groundwork for my brand. Focus on letting people know you are an agent first and building your business. Don't let the appeal of the glamour sidetrack you from discovering what truly works best for you.

Avoid The What-Ifs

It took me a very long time to be committed to representing my brand in one particular fashion. I had "branding block" every time I started thinking about what I wanted my brand to look like. My experience told me that I lost business by being too luxe, however, I still wanted to be considered for opportunities to list premium homes in my market. This back-and-forth worry about alienating customers drove me nuts.

All of a sudden, one day it clicked. What I didn't realize was that my having the flexibility to service all types of price points was a big part of my brand. When people think of me, they think of attainable luxury. My point is if luxury or vacation ownership is your niche, you will feel confident when you establish your brand. The what-ifs surface when you don't have a strong personal relationship with your business.

Your Name Is The Best Branding

I've seen some wonky team names or even brokerage names for that matter. I also struggled with deciding what best represented my business to consumers. For the longest time, I had a real estate blog called Kase's Places which eventually evolved into my business website. Since I hadn't committed to my branding, I worried that the name seemed too kitschy and might not resonate with my higher-end customers. It sounded much better as a TV show or YouTube channel.

That's when I decided to go with the cleaner-sounding, Kase Ellers Group. That decision allowed my work to speak for itself and the flexibility of my brand. If you decide to create Beth's Bungalows or Marvelous Mansions (provided local/state laws allow that), go for it. If you're struggling to create a brand name, keep it simple and just be you.

Create And Commit

A good friend of mine created a local brand that revolves around his work selling downtown Orlando-area bungalows. It's extremely niche, but it allowed him in a very short time to build a sustainable business selling homes he loves. While he admittedly recognizes that it could possibly limit his ability to sell higher-end homes, he made a conscious decision to work with the market that is best for his business.

The biggest mistake I made was letting my self-doubt and what-ifs disrupt my branding efforts. Once you design an authentic brand, it will resonate with consumers. Stick to being consistent and don't waver. You'll waste a lot of time and focus less on your ability to focus on creating sales if you lack that commitment.

Be Yourself

Write out the pros and cons of the brand you're trying to create. I discovered mine by looking at the consumers I naturally attracted and by taking the time to analyze myself. Sure, there is nothing wrong with aspiring to reach the next level, but you'll never feel confident if you're trying to portray yourself as someone you are not. Being successful is a lot more simple than most think. No website or font will catapult you into success. Stop trying to "design a brand" and instead work at organically creating one through every sale you make and every positive customer impression you have.