Your Story is Your Brand
Everyone has a story. But when is the last time you thought about yours? In an age when your story and your personal brand are one and the same, it is important to have a cohesive approach across many platforms, from website to social media.
A brand story embodies your values and actions, encompasses your past, present and future and is something that can be shared in a soundbite. Just about everyone knows the importance of a good brand story. But how to find and tell yours in a way that is compelling and authentic? That’s not as widely understood.
Take, for example, Vanguard Properties in Marin County. It is clear that the firm is dedicated to the concept rebranding their story. Watch this ad they recently released and you’ll notice the terms “story” and “brand” are used constantly throughout the video. In fact, the terms are both used in the first line. "Every place has a story - a distinctive brand. In Marin County, that brand is exquisite quality with a community of stories to be told."
A good brand story is consistent across all channels. From website to its social media presence, a brand should present itself in a cohesive manner. It is difficult to summarize the story of Vanguard Properties concisely precisely because Vanguard's web presence is all over the place.
Vanguard may be able to sum up its story as "Forward Thinking Real Estate." However, its online footprint reveals a series of low-tech, low-budget videos reminiscent of the 1970's. The disconnect between the company's message and how it presents itself makes for a confusing brand story. Take, for example, this realtor bio, currently on Youtube. It was posted in the past three years so the cheesy production is truly mind-boggling.
This video bio is intended to introduce Sara Werner to potential clients....and it succeeds! Werner is able to share her story in a way that is authentic and compelling. She explains why she got into the real estate business. She details what motivates her to come to work everyday. She then communicates the value she brings to customers. These are key elements in every good brand story….elements sadly lacking in this next video.
This personal bio stumbles the storyteller does not reveal enough about himself. Realtor Michael Sands is articulate but he doesn't tell share the kind of personal details that differentiate him from other realtors. By refusing to lift the proverbial ‘veil’ for potential clients, Sands essentially pushes them away. His story, his brand, is likely not a true reflection of who he is and what he represents. And when a brand story is not authentic, you can end up attracting the wrong types of clients, or worse, none at all.