Seth Godin is one of the greatest thought leaders on the subject of marketing of our generation (if not of all time). American Way Magazine calls him, “America’s Greatest Marketer,” and his blog is perhaps the most popular in the world written by a single individual.
Seth has written fourteen books and every one has been a bestseller.
In a blog post last week,What does your brand stand for?, Seth discussed what effective branding actually is. He explains:
If you tell me about service and quality and customer focus, you haven’t answered my question, because a hundred other brands stand for that. If you are what others are, then there’s nothing here to own or protect or build upon.
He finishes with the essence of great branding: differentiation!
Make a list of the differences and the extremes and start with that. A brand that stands for what all brands stand for stands for nothing much.
If you are not differentiating yourself from your competition, you are not giving the consumer any reason to pick you over any other real estate professional in your marketplace.
Next week, we will be hosting a webinar to help you learn how to establish your value (brand) by differentiating yourself from the competition.
You can reserve your seat here.