Building Your Brand Message, Mission Statement, and Core Values
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Being able to articulate 'WHY' you do what you do, is often times one of the hardest things to do for many Realtors. This presentation will walk you through a simple process to discover what makes you tick, why you do what you do, and how to articulate that to your clients. You can then use it in your 'About Me' statment, as well as giving you a north star for your marketing.
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Building Your Brand Message, Mission Statement, and Core Values
- 1. Building Your Brand Message Aaron Stelle, VP- Regional Marketing Technology Director astelle@poweredbywest.com | poweredbywest.com
- 2. Why do we market and sell to people in ways we don’t like to be marketed and sold to?
- 3. Why do we need a plan? WHO AM I? Aarons2Cents.com
- 4. If I were to ask WHY you do what you do, what would you say?
- 5. WHY? west Your Brand’s Why What your brand means to people will be more important than the function of your brand. It tells your referral “this one feels right” or “this broker is for me.”
- 6. WHY? west This process will create the North Star for your business and marketing.
- 10. HOW? west
- 11. WHAT DOES THIS TELL YOU?
- 12. west Humans have a basic tendency to use symbolism to understand concepts. -Swiss psychologist Carl Jung VISUALIZE
- 13. EXAMPLE west The Sage What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype.
- 15. west YOUR ARCHETYPE ________________ (Your Archetype) __________________________ (Question your Archetype answers.) ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ _____________
- 16. WORDS TO DESCRIBE YOU
- 17. DESCRIPTORS west IF I WERE TO TALK TO YOUR CLIENTS, WHAT WORDS WOULD THEY USE TO DESCRIBE YOU?
- 22. EXAMPLE west Creating a seamless real estate experience through guidance, advocacy, wisdom and insight
- 24. HOW ARE YOU GOING TO FULFILL YOUR MISSION?
- 25. CORE VALUES west
- 26. west EXAMPLE Core Values 1. Level Headed Real Estate: Real estate can be extremely emotional. My job is to understand the emotions and create an environment where we make the best decisions for you. That is my entire focus…getting the outcome you desire. 2. Relentless Guidance: I’m here to guide you through the complex real estate process…at all times. I’m always available. I’m a phone call away. And I’m here for you through this entire process and whatever comes our way. 3. Practical Wisdom: I work hard at my craft. My goal is to put my experience and continual learner mentality to work to get you the best outcome possible. There is a difference between knowledge and wisdom. It’s not just what I know, its how I put what I know to work for you. 4. The Golden Rule: This rule is constantly at the forefront of my mind. I want to treat you how I would like to be treated through this process. That means understanding your needs, being there to support you and understanding that we want the desired outcome to happen at the same time we want to have an amazing experience.
- 27. west WHAT ARE YOUR CORE VALUES Core Values 1. ___________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ______________________________________ 2. ___________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ______________________________________ 3. __________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ______________________________________ 4. ________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ______________________________________
- 28. Why do we need a plan? CONNECT Aarons2Cents.com
- 29. THANK YOU!
Editor's Notes
- Bring up Oregon CE Hours Mute and Camera
- Tell my story, who I am and what I do Bring up Oregon Credit Hours
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- Archetypes are based on Swiss psychologist Carl Jung’s theory that humans have a basic tendency to use symbolism to understand concepts. Jung identified 12 archetypes. Each of these has a powerful identity. Each archetype has its own set of characteristics, values, attitudes and behaviors. The advertising and marketing industry has applied that concept to create brand archetypes. The idea is that any brand can relate to one of these 12 iconic models that help define the brand and breathe life into it. As consumers, we connect with or relate to the personality and aspirations of the brand archetype
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- Tell my story, who I am and what I do Bring up Oregon Credit Hours