How To Develop A Branding Strategy

Do you think of your logo when talking branding?

Many real estate people do.

You logo is a great element to add to commercial custom real estate signs. But it’s only one facet of a branding strategy.

So how do you create a brand strategy that communicates who you are on open house signs, banner sign markers, and truck door magnetic signs?

real_estate_signWhat is Branding?

Branding is the process of defining your businesses focus. It requires you to decide who you are, what makes you different, and what unique value you offer.

While branding is easy to define, developing a brand strategy for a company is often a challenge—especially if it’s your business. You can find tools and exercises on the Web that can help you do it. But that still doesn’t make it easy.

The basic stages of developing a branding strategy include:

  1. Discovering
  2. Articulating
  3. Positioning
  4. Identifying
  5. Applying

Each stage is critical to developing a good branding strategy.

Key Phases of Branding Strategy

Let’s look a little closer at each stage of the branding process.

  • In the discovery stage you strive to determine how clients and customers see your business. Often, it’s different than how you see yourself. This stage may include a branding audit to benchmark how customers see you.
  • In the articulation stage you turn the information you’ve gleaned from the discovery stage into words and strategy. This effort helps provide direction for the business.  This stage’s goal is to determine where you are now and where you want to go. 
  • The third stage of branding—positioning—keys your brand evolution. In this stage you try to determine your unique value proposition. You also try to determine what it is that sets you apart from competitors.
  • In the identifying/creating stage you “express” your company’s personality. In this stage you turn all the research you’ve done into creative actions. It’s here where you create your branding tools, like your logo.
  • Applying is the last stage of a branding strategy. This is where you apply your brand to things like Websites, signage, business cards, packaging, and other business items. It’s where you walk the walk.

Logos are great on real state signage. But they’re only one element of a good branding strategy. A powerful marketing tool, a good branding strategy does three things:

It resonates with customers. It sets you apart from competitors. And it expresses your company’s personality.

It’s your “true north” when making business decisions.