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Mar 2006
Index of all
past
Affiliate Corner columns
What’s your brand?
By Beau LaPoint
Chicago Title of Colorado
Did you know that you have a brand?
It may not be as well-known as Nike, Toyota, Wheaties, Xerox, Band-Aid or other entities with which we normally associate the term. Nevertheless, you have one.
Think about it a second. What came into your mind when you read the above brand names? Sure, you may have thought about a type of shoe or car. But then, even subconsciously, you recognized an association. That association most likely was established quite a while ago. You have a distinct perception about every product or service that you recognize. These perceptions are a complex mix of those things you believe as realities (how you see things as they are) and values (how things ought to be).
Establishing a brand
Companies use marketing to establish brands, intending to influence your perception of their products and services. If a company can establish a brand for their product or service in your mind, and influence your perception of that product or service as “good,” then it increases the likelihood of winning your purchasing decision.
So what’s your brand? What perception do you give to your customers? You think that you know how your customers see you. But everyone’s perception is unique, and impacted in some way daily. You must influence and persuade your customers’ perceptions of you constantly.
Learn the art
Want to learn more about how to use marketing effectively? Make plans to attend Marketing and Business Development for Real Estate Professionals Wed., March 22 from 2 p.m.-4 p.m. at the Aurora Association of REALTORS®. Register by calling (303) 369-5549.
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