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Episode 4
What you will learn from this episode:
3R's - Read, Resource, Reflect
Read:
Resource:
Zag brand statement “Our brand is the only (category) that (ZAG or unique feature).”
E.g. Our brand is the only real estate investor who does home buying walkthroughs via Facetime to keep you safe.
Reflect:
“Don’t strive to be a leader in your category. Create a different category and be the only one in it.” - Joe Calloway
Summary:
Why being brandtastic matters? What do you need a brand audit for? Why is it even necessary?
You might have a viewpoint of what your brand is, but that is not reflected in how the market perceives you.
A brand audit gives you insights into your strengths and weaknesses. It lets you find threats and opportunities. And ultimately helps you align with your market’s expectation of your brand.
In this episode, Paul demonstrates how you can clearly communicate what you do uniquely and differently as a real estate investor brand. And this helps you to be remembered and referred to, as this is what the goal is in the final analysis. He gives important reasons why you do regular brand audits. He also shares some concrete ideas and actions that you can take away and use right away in your real estate investing business any time now.
Topics Covered:
01:09 - Paul’s message of thanks
02:05 - Any question about branding or marketing?
02:41 - What does ‘brandtastic’ mean?
03:37 - Sharing Joe Calloway’s thought on being ‘brandtastic’
04:40 - Talking about Marty Neumeier’s recommendation around brand zagging
07:23 - Why a brand audit?
09:27 - Why do you need to measure these four important things in your brand audit: analytics, buyers, competition, and data?
13:49 - Suggested time interval for your brand audit
Key Takeaways:
“I do find with a lot of real estate investors, they focus a lot of time in looking at the impact of their marketing, but they don't spend a lot of time looking at the impact of their brand. And marketing gets you the attention. But the brand will be the reason why somebody chooses you.” - Paul Copcutt
“That's why you must think about your brand. And you spend time on a regular basis to audit that brand and what are the perceptions of that brand, because you may have an opinion around what your brand is, but it’s not what's being truly reflected in the marketplace.” - Paul Copcutt
“What are people saying about your brand? Do you really know what they're saying? And a brand audit might give you that insight.” - Paul Copcutt
“It's critical that what's being perceived and the analytics of your website where you're driving people to, because everything else that you do outside of your website, if you treat your website like a home country gives people a flavor for your home country. But it's not the same as people coming and visiting your home country, which is your website.” - Paul Copcutt
“When you make a decision around a brand, there's some kind of emotional connection. You want to know what is that emotional connection that's happening between you and your potential clients or your existing clients.” - Paul Copcutt
“Serving your customers, serving your prospects is critical in terms of understanding your buyers.” - Paul Copcutt
“You can get a deeper understanding of your competition, just reach on places like Facebook, for example.” - Paul Copcutt
Additional resources and recommendations:
Brand Audit Checklist
Download here http://reibranded.com/checklist/
Connect with Paul Copcutt:
Music: Thank you to Zoax for the intro music
