5 Qualities of Successful Branding

According to Internet marketing columnist and expert Michael J. Russer, a brand is:

1. Idiosyncratic. It reflects some aspect of the creator's personality.

2. Memorably unique. It’s presented in a way that isn't easily forgotten or copied by others.

3. Attractive. It’s pleasing, warm, friendly, reassuring, and fun.

4. Congruent with the target market. The look and feel of the branding elements speak to the target audience.

5. Has a logo. A logo is a graphical element that becomes a site's primary identifier. A well-designed logo is unique, memorable, and consistent with other branding elements.

For the Advanced Salesperson
Creating a brand identity is particularly difficult for a service business such as real estate. In Fundamentals of Marketing (McGraw-Hill, Inc., 1991), authors William Stanton, Michael Etzel, and Bruce Walker suggest the following:

Include a tangible good as part your brand image. Think the Travelers Insurance red umbrella.

Tie in a slogan with the brand. Think United’s “Fly the friendly skies.”
Use a distinctive color scheme. Think of Budget Rental Car’s bright yellow and red rental trucks.

Branding on the Web

As the number of Web sites soars, branding your Internet presence is a must. Russer offers these three tips for finding the brand within you:

1. For three minutes, brainstorm all your personal passions and interests. Nothing is too silly, and it doesn’t have to relate to real estate.

2. For another three minutes, brainstorm a list of all unique ways your site could appeal to your target market. Idiosyncratic is great, but keep it appropriate for your audience.

3. Now, evaluate the ideas from the brainstorming sessions and select one that you feel most enthusiastic about. You’ll need a lot of energy to achieve a brand identity, so be sure you are passionate about your choice.

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