Sales Octane #43

Being a brand leader in our current environment requires you to recognize a brand reality: In today's world, your brand identity is just as important - sometimes even more important - than the brokerage identity.

Is this a marketing "paradigm shift"?  Yes it is in every meaning of shift as it transforms, changes, re-creates how we need to advance and manage your identity.

Let's look at 4 fundamentals in this new marketing challenge.

1.      Information.  Understand the consumer's wants and needs

2.      Knowledge.  Build the business on a market-by-market, local to national basis

3.      Market Strategically. Use a fact-based approach to positioning, message and media

4.      Create.  Develop a preferred product based on those consumer wants and needs

All four of those points are logical and make sense.

Now let's look at brand identity and what drive it.

1.       Insights. You need to understand the buyer and seller experience.

2.       Speed-to-Market.To keep pace the lead-time for innovation has been shorted to a 1 to 6 months.

3.       Experience. The buyers and sellers experience is often the only way the brokerage has to link its functional benefits and features.

4.       Innovation. Clients are demanding innovations and modernization.

5.       Influence. The brokerage's brand is less often influential.

Brand identity used to be primarily about the logo, package, advertising and media, it is now primarily about the experience.

It's not that consumer insights and the usage experience is no longer important, but that buyer and seller insights that drive the experience now demands greater attention.

It's all about your Identity.  Don't let it slip away!