It has been said that everything that can be invented, has already been invented. This means that anything created from this point on will simply be a variation of a product or service that already exists. What does that mean for you? It means that branding is more important than ever.
What is a Brand?
The words “brand” and “branding” are two words that are thrown around often in marketing, but what do they mean? In short, a brand is a set of associations that a person makes with a company, product, service, individual, or organization.
The Importance of Branding
While leaving your mark and expressing your creativity in your marketing is always important, it is important to keep brand standards in mind. If you attended Kick Start this year, you may remember Lee Cockerell’s session on the importance of branding. In his session, he said one very important thing that is important to keep in mind, and that is “if you ever think you’re bigger than the brand, that’s the beginning of the end.”
Have you ever stopped to look at your marketing materials? When your clients drive past one of your signs, do they automatically associate you with RE/MAX? That red, white, and blue balloon is one of the most widely recognized trademarks in North America, are you using that to your advantage?
When it comes to branding, the company name is the first and most important piece of the puzzle, and many of you are using the wrong puzzle piece! When you look at your email signature, our social media profiles, or the stock marketing materials you send out, you will notice RE/MAX appears the same way every time. Now, take a look at how you are writing it. If you have REMAX, Re/Max, Remax, remax, re/max, or anything other than RE/MAX, then it is incorrect! The name of a company is important to communicating a brand name in a consistent way to help consumers make connections to the brand. Take a second now to look through all of your online accounts and marketing materials, and fix any errors you may have.
Are you unsure whether or not your marketing materials fit in the RE/MAX Brand Standards? Check out the RE/MAX Trademark and Graphics Standards manual so you can be sure!