Laura Artman, MBA RE LE
Laura Artman, MBA

Committed to providing clients with services that enable them to create more wealth.

Marketing, Practice Development
Tags: , 546 words

Branding: The Art of Building a Relevant Identity and Reputation

Branding is the art of creating a unique identity for a company, product or service. It is the process of developing a distinctive and memorable brand that communicates the essence of the company, its values and personality to its target audience. A brand is much more than a logo or a name, it is the sum of all the experiences, emotions and perceptions that people associate with the company or its products. In today’s competitive marketplace, branding has become an essential element of business strategy.

The relevance of branding lies in its ability to differentiate a company or its products from those of its competitors. It helps to create a perception of value that allows the company to charge a premium price for its products. It also helps to create an emotional connection with customers, which leads to loyalty and repeat business. Moreover, a strong brand can attract new customers and create new opportunities for growth.

The identity of a brand is the visual and verbal expression of its essence. It includes the logo, color palette, typography, graphics, tagline and messaging. The identity should be consistent across all touchpoints, including the website, social media, packaging, advertising and other marketing materials.

Creating a Strong Identity

A strong brand identity is the foundation of a successful brand. It starts with defining your company’s values, mission, and vision, and then communicating them consistently across all channels. Your brand identity should reflect your business’s personality and differentiate you from your competitors. It should be memorable, relevant, and authentic.

The Relevance of Your Brand

Your brand is bigger than your reputation, more adaptable than your values, and more important than other elements in marketing. The best way to understand the role of relevance to branding is with an example.


Assume you are a heterosexual married male real estate broker with one young son. You attend church, are constructing your own home in the local community, and have an advanced degree in business. Your career before real estate was fireman, which means you care about helping people.  Let’s translate your “relevance” into branding elements:

  1. Voice: The personality of your company as it comes through in your communication.
  2. Identity:  Logo, colors, fonts, and other visual elements.
  3. Promise and Values: Includes your mission statement, value proposition and brand principles.
  4. Targeting: Your target market should be those who relate and benefit from your relevance.
  5. Positioning: Perception of your brand in relation to other brands.

Example Applied:

  1. Voice: Somewhat formal. Warm and demonstrate empathy.
  2. Identity: Blue and brown colors with a splash of red, orange and yellow when you are referencing kid stuff. Formal fonts such as Helvetica. Logo that is open yet there to protect.
  3. Promise: Do more than expected, go beyond the average and be there when needed.
  4. Targeting: Well-educated professionals, parents under the age of 50, and people who operate with integrity
  5. Position: Premium brand that reflects your strong desire to help and your superior KSAs.

In summary, branding is a crucial part of any business strategy. A strong brand can help you build a loyal customer base, stay relevant, differentiate yourself from your competitors, and grow your business. By creating a clear brand identity and building a positive reputation, you can establish yourself as a trusted and reputable player in your industry.

Branding: The Art of Building a Relevant Identity and Reputation
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