Building Your Own Brand

What makes a personal brand?

Poetically? It’s YOU — your unique personality interests, and skills. But realistically? It’s the words and images you communicate those through.

Defining your brand can be challenging, especially in an industry like real estate where all

brands can seem similar. The key is to figure out what your brand is and how it fits into the

lives of your current and potential clients. Your brand is the way the think and feel about your business

Contact your local Marketing Advisor for details.

The Fundamental Elements of a Brand

Audience

Where do they live?
What life-stage are they at?
What do they enjoy doing?

Essence

A single word (or short phrase) that sums up your brand
What does your brand exude?

Voice

How do you communicate with your audience?
What is your tone?

Values

What do you believe in and enjoy doing?
What do you want to talk about to your clients?

What's a Target Audience?

A target audience is a group of people defined by certain demographics and behavior.

In real estate, life-stage is another important element.

Often, businesses use what they know about their target audience to create user personas. These personas guide their decisions on marketing campaigns.

Finding a target audience means discovering what kind of people are most likely to be interested in your service or product. It also helps define you from your competition.

Download Target Audience Worksheet

Defining Your Brand Mission

Your brand mission is what your end-to-end business goal is.

For example, Compass isn’t a real estate technology company. It’s a company that empowers people through real estate technology. By correctly identifying its brand and how it fits into the marketplace, Compass is changing the real estate industry.

You can do the same on a personal brand level, but make sure you understand the real market needs your business addresses.

Download Mission Statement Worksheet

Action Plan

Where does your audience consume media? Are they active on social media or do they get their mail every morning?

What kind of content do they really want to see from you? What gets them engaged with your content?

Here's some ideas to help with brainstorming:

Market updates and advice
Lifestyle content (recipes, gardening, home decor, etc.)
Neighborhood info
Testimonials

Download Action Plan Worksheet

Compass is a real estate broker licensed by the State of California operating under multiple entities. License Numbers 01991628, 1527235, 1527365, 1356742, 1443761, 1997075, 1935359, 1961027, 1842987, 1869607, 1866771, 1527205, 1079009, 1272467. All material presented herein is intended for informational purposes only and is compiled from sources deemed reliable but has not been verified. Changes in price, condition, sale or withdrawal may be made without notice. No statement is made as to accuracy of any description. All measurements and square footage are approximate. Equal Housing Opportunity. Photos may be virtually staged or digitally enhanced and may not reflect actual property conditions.