Whether or not you’re struggling to maintain your current model recent or making an attempt 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 useful asset. It’s what has attracted the appropriate brokers and workers 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 workforce.
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However what many individuals don’t perceive about efficient branding is that it will probably (and may) 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 id, 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 instrument — it’s additionally a blueprint in your tradition. At our brokerage, we’ve created, and proceed to nurture, an atmosphere the place each agent and workers member feels deeply related to our mission of redefining actual property.
By emphasizing collaboration, innovation and inclusivity, we’ve created a group that thrives on shared values and mutual respect. This cultural alignment doesn’t simply occur; it’s intentional. Out of your onboarding processes to workforce 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 which means behind your selections — your campaigns, your imagery, your phrases. One other facet is having the appropriate model ambassadors infused into your construction and tradition. Your artistic workforce, govt management and brokers are all these stewards; they passionately imagine within the model, and that vitality is contagious.
2. Evolving with out shedding 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 appropriate workforce in place to make sure the instruments and assets wanted to proceed to showcase your model because it grows.
What elements of your model must be versatile? What elements are your non-negotiable, founding values? Asking these questions, being strategic and staying nimble permits your model to stay recent and related with out diluting its core DNA.
3. Attracting the appropriate expertise
A robust model doesn’t simply appeal to clients — it additionally attracts in high expertise. The individuals who be part of a model are sometimes searching for greater than only a job; they’re in search of 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 id makes it simpler for like-minded people to establish components that resonate with them and discover a match — or taste — that lasts. In the end, the eagerness and dedication of the workforce is what brings the model to life and shapes its status.
4. Being artistic and pushing boundaries
Actual property is usually seen as a standard trade, however don’t be afraid to problem that notion. Creativity must be on the coronary heart of your model id.
From producing cutting-edge advertising campaigns to internet hosting unconventional occasions, make sure you’re continually exploring methods to shock and delight brokers and shoppers. Don’t relaxation in your laurels. Uncover what excites you, strive new issues, inform totally different tales and search inspiration outdoors the true property trade. This can present in your advertising.
5. Specializing in market visibility
To have a powerful model in a particular market, it’s a must to be in the appropriate locations. A number of the markets we’re in have already got excessive consciousness of our workforce; some have by no means heard of us. Every distinctive market should be thought-about strategically with a purpose to get our presence out in the appropriate manner.
In a single market, we could do a commuter bus wrap. In one other, we have to have a wonderful occasion with group members. Shiny journal print advertisements may make an influence in a single market, whereas digital advertisements are important in one other. The context of the market issues—one dimension doesn’t match all.
6. Staying genuine
As we increase globally, sustaining our model’s integrity is paramount. Actually, it’s one in all 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.
Be certain that each new agent and partnership is rigorously evaluated to make sure they align along with your values. Don’t be afraid to show down a possibility if it’s not the appropriate match. Be selective with a purpose to shield your model.
If in case you have a model that’s efficient and alluring, preserve it protected. Make selections in its greatest curiosity and the appropriate folks and alternatives will come. In case you’re struggling to discover a model id that feels proper, that’s okay too. It takes time and can’t be pressured. 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.
