A client who had hired us to create her brand


was approached by her managing broker. He didn’t understand why the agent hired me to do “branding.” His comment? ”Why do you need to spendmoney on that? We have com- pany marketing materials that you can use.” Sound familiar? I bet it does. Many agents and managing brokers believe that all you


ever need is generic company-supplied marketing materials. So, why is it so important for you to have your own “brand identity”? Well, first of all, let’s define brand identity: Image + Message = Brand Identity.


22IGEORGIA REALTOR® NOVEMBER I DECEMBER 2014


YOUR


YOUR C OMPANY’S BRAND: WHIC H ONE SHOULD YOU USE ?


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