You don’t have to be the next Apple, Pepsi, or McDonald’s, but with the surge of social media over the past few years, you should consider creating your own personal image (or “brand” as some refer to it). Scary right? You’re thinking why do I need to worry about this? Where do I even begin? How do I make it work? What if I go about it all wrong?! Shove your fears aside and stick with me for a moment.
First off, know that the word “brand” is overused. Chances are you can never afford to build such a huge presence and that’s ok. You’re only one person. Instead, creating your image is about promoting who you are. It’s what makes you, well, you! It is about what you want to be known for; essentially your mantra. Think about how you want your clients and potential clients to see you and then tell your story. For example, maybe you are an agent who has decided you only want to help newlyweds find their first dream home. Then you will need to establish an image and marketing plan that appeals to that group of people.
Jessica Edwards of Coldwell Banker Sea Coast Advantage in Wilmington, NC, once said during an Inman panel, “I already have a brand. It’s Coldwell Banker®. What I need to work on is my image in the community and beyond.” So true!
So how do you get started or improve upon your current image?
First think about your emotional draw – what is it about your personality that attracts people to you and how can you best help them? Then think about descriptors – What words describe what you do, or what you want to do?
Think about what you stand for to help determine which words best describe your profession. Keep your target audience in mind when selecting your personal description.
Next, figure out your function – Lay out what you do (or want to do) and what service you offer, and most important, what you have to offer clients.
Now comes the trickier part of putting it all together. Your image mantra should clearly communicate who you are. It should be simple yet memorable. And it should be inspiring to you.
There is no doubt one of the best in the image-making business is Christophe Choo, licensed broker of Christophe Choo Real Estate Group with Coldwell Banker Residential Brokerage in Beverly Hills, CA, Christophe knew early on he wanted to stand apart from others in his business and realized a strong and continued focus on “everything luxury” was his differentiator.
“Personally, I knew my focus would be high-end real estate. I enjoy working in the luxury sphere and everything it has to offer. For example, I have an appreciation for architecture, as well as creating a connection with affluent buyers both domestically and internationally.” Christophe makes it a priority to post anything luxury that directly relates to his business, such as the Beverly Hills sign to Rodeo Drive and any exclusive parties he attends to let current and potential clientele know this is who he is, no question.
Christophe is a big believer in using the “Value of 2” to build an image. You and Coldwell Banker! Leverage everything the brand has to offer to improve your own image. It’s easier to make the transition that way. We choose Coldwell Banker for a reason, so our brand is simply an extension of who we are naturally.
And getting started doesn’t have to be tricky. Start by thinking about what it is you do best and what you want others to think of when your name comes up.
Christophe recommends thinking of a memorable catch line or phrase you can test out and then working from there. Christophe said” Then you’ll want to address the technical aspect of promoting your image via a website or even your own YouTube channel. Once you start developing content, then choose which forms of social media you are comfortable with, and start there.
”Building a personal image takes time,” Christophe said. “While it is always evolving, I would say 6-9 months is fair. That’s approximately what it took me and it’s a good period of time to make sure you launch strong.”
In creating an image you have to be willing to keep up with the latest information and/or trends that will help you. Research how other companies and individuals promote themselves. Find out what successful agents are doing and how you can adapt those successes to your personal image. Ask yourself, ‘what are they doing that I can do or do better?’ Christophe’s trick: “Every week I spend 1-2 hours ON my business, rather than IN my business. You have to make time weekly, or even daily to envision where you want to be one, five, 10 years from now.”