Ask the Branding Expert

With Greta Whittenberg, Creativ Endeavor

Q. What is a brand?

A brand represents the thoughts and emotions that we associate with particular products, companies, and even people. Whether we realize it or not, everything we interact with has a brand. Imagine you are thinking about buying a new car: a Ford, BMW, KIA, Tesla. Without any research, we already have preexisting impressions of these brands (e.g. those cars are reliable, only rich people drive those, those cars are better for the environment, etc.).

Q. Hold on, I thought my brand was my company logo?

The word “brand” can also be used to indicate a logo, but when discussing branding, we need to cover more than just a logo. Company brands include:

• How you interact with customers

• Your website’s aesthetic

• Messaging on marketing materials

• Catchphrases and slogans

• Online reviews

Q. Why does branding matter in the housing industry?

Proper branding helps customers find the right companies and companies find the right customers.

For example, if you build and remodel highend custom homes, but your brand conveys budget-friendly homes, you will likely be fielding more calls from budget-minded homeowners. In turn, homeowners seeking custom homes will look elsewhere. You want your brand to align with the values of your target customer.

Q. What advantages would I notice from a welldeveloped brand?

Easier Sales – A well-developed brand will inform the potential customer “why choose you” before your first face-to-face meeting.

Better Leads – A well-developed brand will better attract your ideal customer and dissuade non-ideal customers.

Long-Term Growth – A well-developed brand will lead to long-term familiarity and credibility.

Q. How do I create an effective brand?

1. Plan – Ask yourself:

a. Who is my target customer and what do they value?

b. What do I want people to feel when they think of my company, product, or service?

2. Develop – Develop items that will become standard in your brand such as a logo, catchphrase, messaging, imagery, colors, and fonts.

3. Implement – Implement your brand standards in your marketing materials, website, advertising, and written and verbal communication.

4. Adjust – Repeat the three previous steps as your company and customers change.

Q. I have a small company, not a large corporation. How do I manage all of this by myself?

Large corporations hire teams of people, create extensive guidelines, and spend millions of dollars to establish and maintain their brands. However, this should not discourage small and medium-sized businesses from branding.

Consistency is king: It is better to consistently do a few things well than do everything poorly.

Q. I am ready, and I have a plan. What are some ways to implement my brand?

Start small and work your way up. Remember, consistency is king.

• Create an email signature for your employees using your logo, fonts, colors, and messaging.

• Educate your team on branded phrases and messaging to use during customer interactions.

• Dress yourself, your truck, and your trailer for your ideal customer.

• Develop sell sheets, brochures, and other marketing materials that all share the same style and messaging.

• Carry everything over to your website.

While it might seem daunting at first, consistent branding gives you the opportunity to showcase “why choose you” and makes sure your hard work does not go unnoticed.

GRETA WHITTENBERG

FOUNDER OF CREATIV ENDEAVOR

Greta Whittenberg founded Creativ Endeavor with a vision of not letting clients’ hard work go unnoticed. Creativ Endeavor strives to showcase your work so you can spend more time doing and less time selling. Creativ Endeavor serves the Twin Cities’ housing industry, providing websites, branding, and marketing materials. No excessive contracts. No unnecessary add-ons. Just good, honest help.

Learn more at CreativEndeavor.com.