Whether or not you’re struggling to maintain your current model contemporary or attempting to construct a brand new model that works, The Company’s Mauricio Umansky affords insights from his personal brand-building expertise.
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From Day One, The Company’s model has been its most dear asset. It’s what has attracted the fitting brokers and employees and impressed our distinctive tradition. It’s way over a brand or a tagline; it’s the entire world we function in as a brokerage and a group.
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However what many individuals don’t perceive about efficient branding is that it may possibly (and will) change. Letting it evolve whereas staying true to the important components of its basis is what makes a model thrilling, dynamic and interesting.
Right here’s how we strategy model identification, which has allowed our brokerage to develop quickly and globally whereas sustaining its core essence and integrity.
1. Constructing a brand-centric tradition
Sure, your model is greater than a advertising and marketing instrument — it’s additionally a blueprint on your tradition. At our brokerage, we’ve created, and proceed to nurture, an atmosphere the place each agent and employees member feels deeply linked to our mission of redefining actual property.
By emphasizing collaboration, innovation and inclusivity, we’ve created a neighborhood that thrives on shared values and mutual respect. This cultural alignment doesn’t simply occur; it’s intentional. Out of your onboarding processes to group occasions, each touchpoint reinforces what it means to be a part of your model.
A part of that’s telling the model’s story, having that means behind your selections — your campaigns, your imagery, your phrases. One other facet is having the fitting model ambassadors infused into your construction and tradition. Your artistic group, government management and brokers are all these stewards; they passionately consider within the model, and that vitality is contagious.
2. Evolving with out dropping our core
A model isn’t static. As markets shift, know-how advances and consumer expectations evolve, so too should your model. The hot button is placing a stability between innovation and consistency and having the fitting group in place to make sure the instruments and sources wanted to proceed to showcase your model because it grows.
What features of your model ought to be versatile? What features are your non-negotiable, founding values? Asking these questions, being strategic and staying nimble permits your model to stay contemporary and related with out diluting its core DNA.
3. Attracting the fitting expertise
A powerful model doesn’t simply entice clients — it additionally attracts in prime expertise. The individuals who be a part of a model are sometimes in search of greater than only a job; they’re on the lookout for a tradition they’ll join with. I typically say being a brokerage is like being one of many flavors in an ice cream store — everybody has their very own preferences and never each taste is for everybody.
A transparent and genuine model identification makes it simpler for like-minded people to establish parts that resonate with them and discover a match — or taste — that lasts. In the end, the eagerness and dedication of the group is what brings the model to life and shapes its repute.
4. Being artistic and pushing boundaries
Actual property is commonly seen as a conventional business, however don’t be afraid to problem that notion. Creativity ought to be on the coronary heart of your model identification.
From producing cutting-edge advertising and marketing campaigns to internet hosting unconventional occasions, make sure you’re always exploring methods to shock and delight brokers and shoppers. Don’t relaxation in your laurels. Uncover what excites you, attempt new issues, inform completely different tales and search inspiration outdoors the true property business. This can present in your advertising and marketing.
5. Specializing in market visibility
To have a robust model in a selected market, it’s important to be in the fitting locations. Among the markets we’re in have already got excessive consciousness of our group; some have by no means heard of us. Every distinctive market should be thought of strategically with the intention to get our presence out in the fitting approach.
In a single market, we could do a commuter bus wrap. In one other, we have to have a superb occasion with neighborhood members. Shiny journal print adverts would possibly make an affect in a single market, whereas digital adverts are important in one other. The context of the market issues—one dimension doesn’t match all.
6. Staying genuine
As we broaden globally, sustaining our model’s integrity is paramount. In truth, it’s one in every of my best fears that our model will get watered down as we scale. To me, development ought to by no means come on the expense of authenticity, and it will be an enormous letdown to everybody who has invested on this model to compromise our model spirit.
Make sure that each new agent and partnership is rigorously evaluated to make sure they align together with your values. Don’t be afraid to show down a possibility if it’s not the fitting match. Be selective with the intention to shield your model.
When you’ve got a model that’s efficient and alluring, hold it secure. Make selections in its greatest curiosity and the fitting folks and alternatives will come. In case you’re struggling to discover a model identification that feels proper, that’s okay too. It takes time and can’t be compelled. Small selections construct as much as a huge impact. Be considerate, be affected person and don’t be afraid to be artistic.
Mauricio Umansky is the founder and CEO of The Company in Los Angeles. Join with him on Instagram.
