Speak to expectation

Your personal brand is the foundation of your business. Developing your brand correctly from the start will serve to put you on the better path for business development and ultimately increased revenue.

You may wonder, how could there possibly be an incorrect way to express one’s brand? A recent conversation delivers the perfect example of how not to develop a brand including associated potential problems:

“Georgia” is a real estate agent trying to conduct business in today’s very tough market environment. She contemplated how she could redefine her brand to stand out in her marketplace in order to drive increased business. Without proper consideration, Georgia proudly announced her new idea for a brand to a colleague. He gasped upon hearing her words. Georgia’s plan is to become, “The Expert Downsizer”.

Would you work with someone who adopted this as her brand? What’s wrong with this picture?

There are three problems associated with the newly intended brand. While it describes the need of many in this current market, it speaks to embarrassing problems. No one wants to admit to the need of downsizing. It smacks of failure. Instead of attracting new clients, the new positioning will have prospects running in the opposite direction. Bottom-line: Revenue decreases.

The second problem Georgia did not consider is the fact that the market will not remain down forever. The United States eventually recovered from the Great Depression. Most likely, we shall overcome this downturn too. Should Georgia maintain the title of “Downsizer,” it will only hurt her further when the market rebounds.

By choosing an inappropriate brand, Georgia will face the need to develop yet another new brand as well as create a business makeover as soon as the first signs of recovery appear. It takes much work to create a brand and a branding platform to become known and recognized in your field. While we all need to reinvent and change with the times, our brand must be consistent throughout. Otherwise, potential clients will recognize the person who keeps changing focus has not a clue. Clientele is further eliminated. Arriving at this point, it would be reasonable to give up.

All of the havoc Georgia is potentially creating for herself may easily be avoided. The better solution is to use the term “The Right Size Expert”. This has a positive connotation and to prospects will sound helpful. In this case, any economy will be appropriate, and, if Georgia is doing it “Right” then an increased number will be attracted to her services now and into the future.

Building a brand applies to business owners of all sized companies. Think ahead of how the brand will work today and for years to come. Does it reflect who you are and what you wish to convey? When properly thought out, your brand will attract and increase clientele.

Once you have your brand well crafted, it becomes the springboard for your branding platform. The combination of products and services that you offer, from that point forward, will expand the brand itself. Using a variety of mediums and media in your branding effort increases your sales potential. It is the uniformity between all of these venues that creates a dynamic name.

Your revenue is greatly influenced by the formation of your brand. It is well worth your time and effort to openly discuss with colleagues intentions for a newly crafted version. Doing so creates a long lasting brand that will direct you to many a Smooth Sale!


Elinor Stutz, CEO of Smooth Sale, LLC authored the International Best-Selling book, “Nice Girls DO Get the Sale: Relationship Building That Gets Results”, Sourcebooks and the best selling career book, “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews”, Career Press. She provides team sales training, private coaching and highly acclaimed inspirational keynotes for conferences. Elinor is available upon request for consultation.