Think of a few examples of entertainers, politicians, and business titans. They are some most recognized people in the world. We all know who they are and what they do. They will all have one thing in common: a personal brand. We remember them because of an image they portray, a tagline they say consistently, or a specific niche they focus on. In the mortgage business it’s important to find something that sets you apart from everyone else. When I coaching mortgage professionals here are the first questions I ask them:
- What do you want to be known for?
- Find something that sets you apart from other originators out there?
- Which part of the market do you want to focus on?
- Do all three of those things line up and can you clearly communicate the message?
- What is your competitive advantage and value-add?
- Can you focus on this long-term or will you have to pivot?
Once you’ve identified these you can add your personality to build a strong personal brand.
- Create you brand identifier: Create a phrase or title that not only states who you are, but what you do that brings value.
- Have a purpose and mission: Zig Ziglar says “If you aim at nothing, you’ll hit it every time.” So make sure you clearly know what you are trying to accomplish.
- Make the past fit the present: How does your past experience help deliver the most to your target audience?
- Have a signature: Find a certain style or appearance that makes you unique. Always portray that in your business.
- Get to the point: When people ask what you do, have a quick statement that conveys exactly that. Be authentic and be memorable.
- Own yourself online: You should have websites and social media handles that illustrate your brand.
Branding is about balancing trust and attention, and so is being relevant.