You’ve been told you need a personal brand.  Some of you might be thinking, ‘What does that even mean?’ and more importantly, ‘why do I need one?  I have a brokerage and they have a brand. In fact, Sarah, their brand and reputation are partly why I chose them in the first place. So why do I need to do this personal branding stuff?’

STORY TIME

Let me attempt to answer that question by sharing a quick story.

For sixteen years I was a public school teacher.  Teaching was more than a job.  It was a career and even a lifestyle.  And it was all I’d ever known.  And then in August of 2019 I decided to leave the field of education (before anyone knew of the events to come). I got a job with a title company as a business development rep.  I didn’t even really know what that meant, exactly, I just knew I had to hustle.  And more than that I knew I had to do something, and fast, that would set me apart.  I needed a personal brand. I already had the backing of an amazing company (with a great business brand), but I needed something that would help me stand out and something I could use to market myself and my skillset – and from this need SATitleGirl was born.

THE SAME GOES FOR YOU

Your company or brokerage may be cutting edge when it comes to technology and marketing.  They have created an incredible brand that people know, like and trust. You may have the best broker owner/manager/boss in the world – but those things aren’t often going to win you the listing or the lead when it comes to working with a buyer or seller.  A personal brand will help set you apart but something to note is that it should also flow nicely and work in tandem with the brand of your brokerage or business. For these to be in conflict will only send confusing messages. So as you begin to build out your personal brand try to keep in mind the values and brand of your company so that your audience will see it as a seamless partnership.

THE WHO: GETTING STARTED

Starting with the end in mind will help greatly when building your brand.

1. WHO is your audience? 
2. WHO is your ideal client?

Before you can market your services you need to know to whom you are marketing! A brand will help you know what you’re marketing and to whom. So who is it that you’re trying to reach? Do you have a niche or a targeted audience? You can’t be all things to all people. Start small, but dream big. Is your audience FTHB’s (first time home buyers)? Empty nesters? People relocating to your city? Knowing THE WHO when it comes to your market will help greatly when it comes to they type of content you’ll create and the marketing you’ll provide. Knowing THE WHO also helps you create a brand that will attract that audience.

THE WHO IS YOU. YOU ARE THE WHO. YOU ARE YOUR PERSONAL BRAND.

This next section involves taking a good hard look in the mirror. You are your personal brand. And may I say, with confidence, that it’s better to wait on branding than to build something inauthentic. If you don’t know who you are then take some time to figure it out. Read books and blogs. Watch videos. Take online inventories. Write it all down (so you don’t forget). At first it may seem like you have a lot of moving parts and splintered information, but eventually these exercises will lead to a robust brand. If you want some suggestions on where to get your hands on some support click HERE. I’d be happy to assist.

THE ETHOS PATHOS LOGOS OF BRANDING

Once you know who are you are then ask yourself, “Am I OK showing people who I really am?”  Because like it or not, you will repel some people when you show them your personal brand. And that’s OK. The flip side is that you are also going to appeal to the kind of people you want to work with. And while you may confident in who you are (or who you are not) read this next section to make sure the ethos, pathos and logos part of you and your brand are up to speed.

YOUR ETHOS: ethics, credibility, character.

What are your ethics like? Can people trust your words and actions? When you don’t have all the answers are you transparent enough to let people know that you’ll do everything you can to get the answers they need? That will build credibility. Building authenticity and transparency is all part of building your personal brand. Your authenticity and transparency will also connect to the ethos in others. Are you willing to accept responsibility for your short comings and mistakes? Are you known as doing right by your clients? Do you go the extra mile and provide unmatched customer service? These are the things to be known for and the things that will help build your brand and set you apart.

YOUR PATHOS: emotions, personal connections, and connections to self (family, philanthropic involvement, personal hobbies and interests).

It’s 2020. And the entire world seems to be on social media these days. Does your social media presence tell a story about who you are as a person when it comes to your personal life?  Is the brand you’re creating on social media one that’s relatable? Do your posts draw people to you and your business or do your posts send confusing messages? Anything you post can help people connect to you or with you. You can create posts and content that helps people relate to you and even feel like that know you.

The transparency and authenticity you build will also play heavily into the pathos of others. They want to see who you are and what you’re about. They want to know, like, and trust you before they do business with you. Showing them the human side of you and a ‘peek behind the curtain’ is always a great way to humanize your business efforts. Many agents talk about their clients and how they become friends for life. This is part of their brand, no doubt, so begin to think about how your brand might appeal to emotion (pathos) when connecting with prospects and clients.

YOUR LOGOS: logic and reason.  Start to ask yourself how you can position yourself as the industry expert.  Is this side of your brand apparent and seen by others? When they see your face or your logo do they think, “Now there goes an industry expert!” Are you someone known to provide value? If not, start to work hard to change that. Know your stuff. Run reports. Know stats, facts, and data. And even more importantly know how to interpret that data for meaning. Read as much as you can. Take notes. Listen to audiobooks. Get a coach and a mentor.  Many clients won’t care about the pathos side of you. They will operate only on logos. Don’t lose out on an opportunity to work with a client because you weren’t prepared with numbers, reports, handouts and facts.

THE TAKE AWAY

If you’re just starting to think about your personal brand sit down this week and spend some time with yourself.  If you want to contact me I can send you resources that will walk you through some really simple exercises. Make sure you are clear on who you are and who you are NOT.  People will see right through inauthentic branding.  Don’t try to create a brand that you want to become.  If you break into the luxury market three to five years from now and you’ve outgrown your grass roots brand then fine – rebrand yourself at that time.  But for now, be who you are – with some room for growth. It won’t be perfect.  But remember done is always better than perfect.  Let ETHOS, PATHOS and LOGOS guide your efforts when developing THE WHO. 

And remember, you are the who – the who is you – you are your personal brand!