In the days of the historic American West, the “brand” was a ranch’s trademark branded onto the sides of their cattle. It represented pride, duty, and inspired loyalty and dedication. It was a symbol for those who lived and worked on the ranch—a visual representation of the values and principles they believed in.

It’s easy to understand the intrinsic benefits of loyalty and pride relative to your clients; but, monetarily it’s important too–when your clients think of your brand does it inspire them to promote your services?

In order for a client to actively refer you to friends, family or coworkers they will need to feel like referring you will make them look good. They will need to feel confident in the first impression that you will be able to make. What do your materials and website say about your brand? Do you think your clients would feel proud or even comfortable to refer you? Does your brand give clients a reason to refer you?

If you haven’t given much thought to your brand, you’re not alone. Most businesses are content with being adequately equipped: Cookie cutter business card, cheesy slogan, a flyer designed in 1997, a website your nephew built, and an @juno.com email address.

IF YOU DON’T CARE ABOUT YOUR BRAND, NO ONE ELSE WILL EITHER.

Developing your brand begins with understanding your image then communicating and visualizing it in a compelling way. It tells the rest of the world, and more specifically, your clients that you are different than everyone other agent.

So, where should you start?

Ask yourself these two questions:

1. What do I want my business to be known for?
2. What makes us unique?

When you are unique you create a reason for a referral. When you put effort into visualizing and communicating those differences in a compelling way, you create a brand that clients will feel proud to refer. It then becomes much less like just recommending an business, and more like an invitation to the ranch…your ranch.

Inspire your clients to ride for your brand.