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Suzanne Rosnowski Personal Branding

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Suzanne Rosnowski of Quinn & Co. gave this presentation on personal branding at REMarTech on April 29, 2010.

Suzanne Rosnowski of Quinn & Co. gave this presentation on personal branding at REMarTech on April 29, 2010.

Published in Real Estate
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Transcript

  • 1. Branding Yourself Apart How to Get the Competitive Edge by Taking Control of your Personal Brand
  • 2. Why build your brand? GOAL=TRUST Trust Consideration Familiarity Awareness
  • 3. Who Are You? • Exercise: You have 3 minutes to come up with one word that if you had to brand yourself people would know an attribute of yourself that is significant • Tell the person on either side of you your word
  • 4. What What you others think of Your Brand think of yourself you
  • 5. The process for developing your brand Key brand Target messages audiences Define success SWOT Research
  • 6. Research • Research competitors online and offline • Being authentic and excellent is more important than being different • Research brands you admire in and out of real estate • Online research is most thoroughly done via online audit
  • 7. The online audit: Four components: • Search • Website • Social Media • Blogs
  • 8. Mini-D.I.Y. Online Audit
  • 9. Search • Google yourself, company, combination of terms used to find your services • How easy is it to find you? • Where are your competitors? • Consult a professional if not on the first page
  • 10. Website • First impression • Searchable • User-friendly • Shows strengths • Inspires Trust • Consistent with Brand • Shows Personality
  • 11. Social Media • Competitors and their friends • Socialmention.com • Google Alert • Explore • Familiarize yourself with differences between each social media site • See who is talking about your company online and listen
  • 12. Blogs • What blogs do you read? • Are mentioned? • Where should you have a presence that you currently don’t? • Who has a blog that you admire? • The comments will tell you a lot about who is listening
  • 13. Keys to effective online brand building: • Give yourself structure • Be authentic • Keep it timely and fresh • Add value to all posts and make it a fun read • Be humble
  • 14. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats
  • 15. Define Target Audiences
  • 16. Measurement of Success • How will you measure success in your brand? • ROI • Can you convert visitors to more? • Relationship building • Learning something new about your customer
  • 17. A, B, C Model A successful brand is defined here! A You B Your Customer C Their contacts
  • 18. Formulate Brand Messages • Synthesis of everything • To be used throughout everything your brand touches • Can be in form of mission statement, slogan, “elevator pitch”, etc. • Should reflect your core words and also make it clear who you serve
  • 19. Brands should have a mix both: Grand Gestures and The Personal
  • 20. Your Brand Is Everywhere • Personal interaction • Signature elements • Website • Blog • Video • Social media • Newsletters, reports • Interviews with press • All collateral Canvassing these mediums creates a feeling that YOU are everywhere!
  • 21. Examples of good brand positioning
  • 22. Challenges
  • 23. “I’m part of a big company. How do I develop my own brand and be a star player without creating conflict? Or is conflict perhaps inherent to the process?”
  • 24. “No one seems to have any attention span – it seems like I don’t have enough time to explain my brand.”
  • 25. “How do I make myself look great without making it all about me?”
  • 26. “It’s all too much and I’m overwhelmed!”
  • 27. “I’m not a writer, so I can’t blog. Who has time for that anyway.”
  • 28. “I already have a strong brand, so why bother incorporating all of the digital elements?”
  • 29. Keys to a successful personal brand • Be innovative • Be content-rich • Think beyond real estate • Have an opinion • Be true to yourself
  • 30. Questions
  • 31. Thank you! Suzanne Rosnowski Phone: 212 8681900 x229 Email: srosnowski@quinnandco.com Twitter: @Suz_Rosnowski Linkedin: Suzanne Rosnowski Facebook: Suzanne Billet Rosnowski