A new client of mine was recently confronted by her broker. He didn't understand why she hired me to do a complete Marketing Makeover. She and I have been working to create a strong brand identity for her, but he said to her, "Why do you need to spend money on that? We as a company already have marketing materials that you can use."

Ever been in this situation? I bet you have. Many agents and brokers believe that all you ever need is the company-supplied marketing materials you're provided with from day one.

So let's answer the question:

Why is it so important for you to have your own "brand identity"?

Well, first of all, let's define brand identity.

What do you think of when someone says "Aflac"?

Probably a duck. How do I know this? Because the advertising campaign for Aflac Insurance has ingrained in our heads the image of a duck saying "Af-lac!"

What this large and anonymous insurance company did was to make everybody aware of itself -- with a duck! Seriously, who ever heard of Aflac before? I bet you didn't know it was founded in 1955. But find me one person who hasn't heard of it now.

McDonald's has its arches. Geico has its gecko. Target has its bullseye. The list goes on.

People remember these visuals. They work. They keep the company in mind for when the person needs them.

So what does this have to do with you? As an agent, you face a ton of fierce competition. You well know how many agents there are out there.

But open up a newspaper. Tell me, how many of those agents are branded? Sure, there are the well-known real estate companies with their logos. But how many individual agents have taken the extra step to uniquely brand themselves?

Not many.

The truth is, the agents who take this extra step get more clients. They stand out more. They are better remembered. They create a lasting impression.

Look at me and my zebras. For years, I've used zebra stripes as my brand. Then, I added a "safari" theme to all my marketing. My advertising is unique and effective because of it. People remember me.

But it's more than just pretty pictures or a mascot.

At the same time, your brand identity must communicate what makes you the best person to do business with. There must be substance behind the style.

Let's go back to McDonald's. The arches make you think about hamburgers, but much more than that. You can buy a McDonald's hamburger in South Bend, Indiana, and you can pretty much bet it is exactly like the one you had in Fresno, California. McDonald's has built its reputation on consistency.

Whether you think it's a good product or not, it's definitely consistent. You know exactly what you're going to get -- and you can count on it to be the same almost every time.

So how about you? What do people get from working with you? Consistency? Expertise? Valuable real estate market information?

These are just a handful of the ideas you can use to differentiate yourself from the competition.

Image + Message = Branding

But what about your company's marketing materials? There is nothing wrong with including your company's branding into your own.

For example, I used to work for RE/MAX. I absolutely used the RE/MAX logo in all my marketing. I would have been crazy not to. RE/MAX has a stellar reputation and the very fact I was a part of it boosted my own image. But I combined it with my own visuals and message. It was a one-two punch.

When you combine the two together, you are not only letting people know that you are a part of a responsible and respectable organization. You are also making sure they know you are personally unique and the best person with whom to business within that organization.

This is the best of both worlds.

There's nothing wrong with the marketing materials from your company, but if you want to skyrocket your business, a strong and personal brand identity will make you stand out in the midst of a sea of competition.

Published: August 5, 2008

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The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the go-to for all things "real estate.” Denise can be reached at 369.527.8904 or at www.thelonesgroup.com.