THIS ONE TIME AT
(RE)BRAND CAMP ALLOT AT LEAST 30 MINUTES TO COMPLETE WITH NO DISTRACTIONS.
The Purpose of (RE)Brand Camp
What is brand? What is a brand story?
The Promise You Make
The Perception You Leave People With
The Expectations You Create
The Persona You Embody
The Elements You Use To Communicate
Your Brand Story
The Promise You KEEP
The Perception PEOPLE HAVE
The Expectations PEOPLE CREATE
The Persona PEOPLE IDENTIFY WITH YOU
The WAYS PEOPLE COMMUNICATE WITH YOU
Your Brand Reputation
Write Your Story
This is a rapid-fire exercise. If you have a team, go through the exercise on your own first, then facilitate your team’s experience.
Agent Story: You have no more than 5 minutes to complete.
Seriously… first things that come to your mind. Set a timer and no cheating. Don’t worry about making your answers sound fancy. This is not a copywriting workshop. You don’t even need complete sentences.
Team Story: Compare your individual agent stories. Fill out your
team story based on the things you answer the same and discuss the answers that were different.
Your agent story:
What you love about real estate?
How does real estate allow you to use the talents you’ve built throughout your professional career? What specific part of real estate are you most passionate about?
What makes your service unique?
Why did you choose real estate?
Based on your story (or your combined team story), answer each of these statements in one sentence. Don’t worry about being ‘catchy.’ It’s important to give simple, straightforward answers.
MISSION VISION
• What is your purpose?
• Where will your purpose lead you eventually?
• What are you willing to do to achieve your vision?
VALUES
• What are you NOT willing to do?
• What do you believe in?
• What do you stand for?
The Brand Test: Look at each section of your mission, vision, and values individually. Answer the following questions about each. Rinse and repeat until your mission, vision, and values are where you want them to be. 1. 2. 3. 4.
Is it true? Is it specific? Is it unique? (Does it set you apart?) Is it redundant or implicit? (For example, people know that Realtors buy and sell real estate. Your
6. 7. 8. 9.
Does anyone care? Is it actionable? Am I willing to sacrifice to get it and keep it? WHAT am I willing to sacrifice to get it and keep it?
brand story doesn’t need to explain that to people for them to understand. You want to make sure your brand story does not focus on the implicit or redundant parts of your story.) 5. Does it matter to people? (Buyers, Sellers, Staff, Neighbors, Realtors, Partners)
PRIORITIZING ACTIONS BRAND CAMP ACTIONS
Internal Storytelling: This is FOR TEAMS. It’s about being on the same sheet of music within the team and anyone else you add to the team. For each area below, “brandstorm” how/where you can you tell your team story in internal communication. No bad ideas. •
My business culture
•
Policies
•
Communication
•
Relationships
•
Attitudes
•
Commitment
•
Perceptions
•
Behavior
External Storytelling: This is about how you tell your story to the outside world – clients, friends, Realtors, vendors, etc. For each area below, “brandstorm” how/where you can you tell your team story in external communication. No bad ideas. •
Strategies
•
Projects
•
Communication
•
Advertising
•
Other tactics
•
Media
•
Events
•
Language