Day 6: Core Brand Attributes – What’s Your Brand’s Personality? Let’s Define It!
So far, we’ve explored the foundation of your brand, from understanding your target audience to solidifying your value proposition. Today, we’ll focus on a crucial aspect that will guide your messaging, marketing, and how people perceive you—your brand’s personality.
Why Your Brand’s Personality Matters
Your brand’s personality is the human side of your business. It defines how your audience feels when they interact with you. It gives them an emotional connection that transcends the transactional nature of real estate.
When you clearly define your brand’s personality, you make it easier to build trust, stand out from the competition, and attract clients who resonate with your style and values.
The Power of 3-5 Core Adjectives
To begin shaping your brand’s personality, I recommend picking 3-5 words that describe how you want your brand to be perceived. These words will act as a filter for your communication, marketing, and overall business strategy. Everything from your Instagram posts to your listing presentations should reflect these core traits.
Take some time to really think about how you want to be seen by clients and colleagues alike. Are you warm and approachable? Authoritative and knowledgeable? Perhaps you're tech-savvy and always on the cutting edge of market trends.
Once you’ve selected your adjectives, you can use them to inform your brand’s tone of voice, visual identity, and even how you interact with clients day-to-day.
Sample List of Brand Personality Adjectives
Need some inspiration? Here’s a list of adjectives to help you define your brand’s personality:
Trustworthy
Bold
Friendly
Innovative
Confident
Approachable
Energetic
Professional
Ambitious
Creative
Tech-savvy
Reliable
Personable
Authentic
Knowledgeable
Resourceful
Visionary
Detail-oriented
Empathetic
Efficient
How to Choose Your Core Words
When selecting the words that best describe your brand, consider the following:
Your target audience: What qualities do your ideal clients value in a real estate agent?
Your values: What do you stand for as a professional? Do you prioritize transparency, customer service, or innovation?
Your goals: Are you trying to differentiate yourself as an expert in a niche market, or do you want to be known for your approachability and warmth?
By taking the time to reflect on these points, you can choose adjectives that will not only define your brand but will also resonate with your audience.
Example: A Sample Core Brand Personality
Let’s say you’re a realtor who primarily works with first-time homebuyers. Your core brand adjectives might be:
Friendly – You want clients to feel comfortable asking questions and reaching out to you.
Knowledgeable – You want to be seen as a trusted resource who can guide them through the complexities of the home-buying process.
Patient – Buying a home is a big decision, and you want clients to know you’ll take the time to walk them through it at their own pace.
Approachable – Clients should feel like they can talk to you without feeling intimidated or pressured.
These traits can help shape the way you communicate online, the style of your marketing materials, and even how you interact with clients face-to-face.
Final Thoughts: Bringing It All Together
Once you’ve defined your brand’s core personality, remember that consistency is key. Incorporate these traits into your social media captions, website copy, and even your in-person interactions. Over time, your audience will begin to associate you with these attributes, strengthening your overall brand presence.
Take some time today to brainstorm your 3-5 adjectives. These words will be the foundation of how you communicate with your audience moving forward.
What core brand attributes are you choosing to define your real estate brand? Share them in the comments below!
