Newsworthy  /  THINK TANK RECAP // Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow
Brand-Aid.png

THINK TANK RECAP // Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow

LeverageRE

In the Think Tank Conferences, Leverage Global Partners connects participants from across the nation and around the world for a meaningful presentation about successful and innovative strategies. Brand-Aid: Taking Care of Your Company's Brand - Today and Tomorrow featured a tag-team discussion with Sue Hutner, of San Francisco branding and design agency HDSF, and creative consultant Emily Desai. […]

Brand-Aid: Taking Care of Your Company's Brand - Today and Tomorrow featured a tag-team discussion with Sue Hutner, of San Francisco branding and design agency HDSF, and creative consultant Emily Desai. From common branding pitfalls to trends with staying power, the duo presented the best practices to help your company brand stay relevant in today's ever-evolving market.

Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow

HERE ARE SOME KEY TAKEAWAYS FROM THE PRESENTATION:

CREATING BRANDS FOR THE FUTURE

1.  Biggest branding misconceptions:

  • Your brand is your company logo, your website, your ads or emails - your brand is actually your reputation and everything you do: the look of your office, how you answer the phone, how you treat your clients and employees, and what you wear.
  • You can build your brand and it’s done - it’s actually an evolution, and you must continually deliver on the brand’s promise.
  • Build the brand and they will come - in reality you must share the brand utilizing SEO, SEM, word of mouth, email, direct mail, social media, and print.

2.  Biggest branding mistakes:

  • Failure to make branding a priority
  • Failure to keep brand current
  • Failure to keep brand consistent
  • Failure to differentiation from other brands

3.  Real estate firms typically consist of a master brand (the company itself) and a sub-brand (its agents’ personal brands). Make the brand strong from the inside out.

4.  Evaluate your branding by using these basic steps (you do not have to do them all at once):

  • Has your audience or service changed?
  • Is your brand speaking to that audience?
  • Has the competitive landscape changed?
  • Are you remaining competitive?
  • Set expectations (i.e. new website in 3-4 mos)
  • Write RFP (1-2 pages with all deliverables)
  • Bring all stakeholders in for initial meetings
  • Don’t by shy to ask questions up front

Screen Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow

TELLING YOUR COMPANY’S STORY

For a targeted brand refresh, take a hard look at your brand’s core values, message, look and feel.

CORE VALUES – Who are we and what is most important to us?

Look at the main descriptors for your company- what words do you use to describe your company? What words do others use to describe your company? Refine this list to a working set of words that you can incorporate into your message.

MESSAGE – Who is our audience and what do we want to share with them?

Who are you speaking to? Take the time to define your target audience(s). Most companies have more than one. Also, look at your internal messaging- how you speak within your company- as well as your external messaging- how you speak to your external audiences.

LOOK & FEEL – How can we present ourselves in a way that is consistent with our core values and message?

Your company message should sync well with the way that you present yourself visually, but that is not always the case. Making a mood board that features a variety of images, colors and typography can help you set the course for how you would like to present your company.

EXECUTE! – Now that you have done your homework, you can start to incorporate what you have learned.

Begin diving into your collateral. Make adjustments to your messaging where needed. Create multiple pieces for different audiences, if that is appropriate. Incorporate the new look & feel on top of these pieces. Now you are ready to roll them out. Remember to stay current with your company voice and presentation. That means that you will want to repeat this exercise on a somewhat regular basis (like annually).

 

WATCH THE FULL WEBINAR VIDEO TO FIND OUT MORE
ABOUT TAKING CARE OF YOUR COMPANY’S BRAND

(VIDEO) Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow

Recent Articles

Property Search

Array
(
    [Article] => Array
        (
            [id] => 31
            [model] => Article
            [model_id] => 0
            [archived] => 
            [medium_featured] => 
            [large_featured] => 
            [title] => THINK TANK RECAP // Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow
            [author] => LeverageRE
            [date] => 2014-08-27
            [lead_in] => In the Think Tank Conferences, Leverage Global Partners connects participants from across the nation and around the world for a meaningful presentation about successful and innovative strategies. Brand-Aid: Taking Care of Your Company's Brand - Today and Tomorrow featured a tag-team discussion with Sue Hutner, of San Francisco branding and design agency HDSF, and creative consultant Emily Desai. […]
            [body] => 


Brand-Aid: Taking Care of Your Company's Brand - Today and Tomorrow featured a tag-team discussion with Sue Hutner, of San Francisco branding and design agency HDSF, and creative consultant Emily Desai. From common branding pitfalls to trends with staying power, the duo presented the best practices to help your company brand stay relevant in today's ever-evolving market.


Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow


HERE ARE SOME KEY TAKEAWAYS FROM THE PRESENTATION:


CREATING BRANDS FOR THE FUTURE


1.  Biggest branding misconceptions:



2.  Biggest branding mistakes:



3.  Real estate firms typically consist of a master brand (the company itself) and a sub-brand (its agents’ personal brands). Make the brand strong from the inside out.


4.  Evaluate your branding by using these basic steps (you do not have to do them all at once):



Screen Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow


TELLING YOUR COMPANY’S STORY


For a targeted brand refresh, take a hard look at your brand’s core values, message, look and feel.


CORE VALUES – Who are we and what is most important to us?


Look at the main descriptors for your company- what words do you use to describe your company? What words do others use to describe your company? Refine this list to a working set of words that you can incorporate into your message.


MESSAGE – Who is our audience and what do we want to share with them?


Who are you speaking to? Take the time to define your target audience(s). Most companies have more than one. Also, look at your internal messaging- how you speak within your company- as well as your external messaging- how you speak to your external audiences.


LOOK & FEEL – How can we present ourselves in a way that is consistent with our core values and message?


Your company message should sync well with the way that you present yourself visually, but that is not always the case. Making a mood board that features a variety of images, colors and typography can help you set the course for how you would like to present your company.


EXECUTE! – Now that you have done your homework, you can start to incorporate what you have learned.


Begin diving into your collateral. Make adjustments to your messaging where needed. Create multiple pieces for different audiences, if that is appropriate. Incorporate the new look & feel on top of these pieces. Now you are ready to roll them out. Remember to stay current with your company voice and presentation. That means that you will want to repeat this exercise on a somewhat regular basis (like annually).


 


WATCH THE FULL WEBINAR VIDEO TO FIND OUT MORE

ABOUT TAKING CARE OF YOUR COMPANY’S BRAND


(VIDEO) Brand-Aid: Taking Care of Your Company's Brand - Today & Tomorrow


            [vimeo_id] => 
            [created] => 2016-03-23 11:20:16
            [modified] => 2016-05-18 16:18:16
            [uri] => /articles/view/31/think-tank-recap-brand-aid-taking-care-of-your-company-s-brand-today-tomorrow
            [flattened_topics] => Array
                (
                )

        )

    [ParentBrokerage] => Array
        (
            [id] => 
            [account_executive_id] => 
            [archived] => 
            [type] => 
            [hide_from_frontend] => 
            [agent_brokerage_data_override] => 
            [featured_development] => 
            [membership_type] => 
            [max_properties] => 
            [max_homepage_featured_by_member_properties] => 
            [featured_properties_sort_method] => 
            [lux_feed_mode] => 
            [max_luxury_feed_properties] => 
            [membership_luxury_feed_properties] => 
            [can_participate_in_lux_feed_while_archived] => 
            [full_training_video_access] => 
            [WOEID] => 
            [timezone] => 
            [luxury_feed_enrollment_mode] => 
            [luxury_feed_include_mlsidx_minimum_price] => 
            [luxury_feed_include_leverage_minimum_price] => 
            [digital_ad_contacts] => 
            [add_agents_to_grr_auto_recipients] => 
            [mlsidx_id] => 
            [mlsidx_auto_import_minimum_price] => 
            [mlsidx_logo_url] => 
            [mlsidx_disclaimer] => 
            [name] => 
            [broker_of_record_name] => 
            [short_name] => 
            [username] => 
            [password] => 
            [password_reset_hash] => 
            [monthly_invoice_amount] => 
            [monthly_invoice_start_date] => 
            [monthly_invoice_end_date] => 
            [contract_filename] => 
            [active] => 
            [lead_in] => 
            [short_description] => 
            [description] => 
            [communities] => 
            [website] => 
            [address] => 
            [address_2] => 
            [city] => 
            [state] => 
            [full_state] => 
            [country] => 
            [market] => 
            [market_2] => 
            [postal_code] => 
            [phone] => 
            [phone_2] => 
            [phone_3] => 
            [wide_contact_image] => 
            [contact_name] => 
            [contact_profile_link] => 
            [contact_big_profile_link] => 
            [contact_big_profile_link_text] => 
            [contact_title] => 
            [contact_dre_num] => 
            [contact_quote] => 
            [contact_email] => 
            [contact_facebook] => 
            [contact_twitter] => 
            [contact_instagram] => 
            [contact_pinterest] => 
            [contact_linkedin] => 
            [contact_youtube] => 
            [contact_phone] => 
            [contact_email_2] => 
            [contact_2_facebook] => 
            [contact_2_twitter] => 
            [contact_2_instagram] => 
            [contact_2_pinterest] => 
            [contact_2_linkedin] => 
            [contact_2_youtube] => 
            [contact_phone_2] => 
            [contact_website] => 
            [contact_name_2] => 
            [contact_profile_link_2] => 
            [contact_big_profile_link_2] => 
            [contact_big_profile_link_text_2] => 
            [contact_title_2] => 
            [contact_dre_num_2] => 
            [contact_email_3] => 
            [contact_name_3] => 
            [contact_title_3] => 
            [contact_dre_num_3] => 
            [contact_phone_3] => 
            [contact_3_facebook] => 
            [contact_3_twitter] => 
            [contact_3_instagram] => 
            [contact_3_pinterest] => 
            [contact_3_linkedin] => 
            [contact_3_youtube] => 
            [image_filename] => 
            [logo_filename] => 
            [contact_image_filename] => 
            [all_properties_link_image_filename] => 
            [all_properties_link] => 
            [video_embed_code] => 
            [contact_video_embed_code] => 
            [meta_title] => 
            [meta_description] => 
            [meta_keywords] => 
            [login_message_counter] => 
            [stats_module_1_type] => 
            [stats_module_1_value] => 
            [stats_module_2_type] => 
            [stats_module_2_value] => 
            [stats_module_3_type] => 
            [stats_module_3_value] => 
            [last_activity_email_sent] => 
            [converted] => 
            [created] => 
            [modified] => 
            [country_id] => 
            [dre_num] => 
            [name_with_location] => 
        )

    [ParentLocation] => Array
        (
            [id] => 
            [parent_id] => 
            [brokerage_id] => 
            [type] => 
            [archived] => 
            [use_as_topic] => 
            [name] => 
            [short_name] => 
            [group_index] => 
            [latitude] => 
            [longitude] => 
            [country_code] => 
            [north] => 
            [south] => 
            [east] => 
            [west] => 
            [short_description] => 
            [long_description] => 
            [created] => 
            [modified] => 
            [timezone] => 
            [population] => 
        )

    [Image] => Array
        (
            [0] => Array
                (
                    [id] => 760
                    [model] => Article
                    [model_id] => 31
                    [tag] => Image
                    [name] => Brand-Aid.png
                    [type] => image/png
                    [size] => 55775
                    [uri] => /assets/760.png
                    [order] => 0
                    [created] => 2016-03-23 11:20:16
                    [modified] => 2016-03-23 11:20:16
                )

        )

    [Brokerage] => Array
        (
        )

    [Location] => Array
        (
        )

    [Property] => Array
        (
        )

    [Topic] => Array
        (
        )

)

Share This