A good brand starts with good values.
It’s a common human affliction to want to be liked and—deny it all you want—businesses are prone to it too. In business, sometimes, people want to be everything to everyone. They want to please everyone and try to be everyone’s best resource or the only company out there, but that’s nearly impossible to do. Young businesses especially tend to be people pleasers and end up weakening their brand in an effort to get 100% of the jobs 100% of the time. As Katy Perry sings: I stood for nothing, so I fell for everything.
We talked with Windermere’s William Gilliland about his own core values. We brainstormed right there live in the interview the qualities that keep his clients coming back. Listen to the episode here.
When developing a brand that makes you stick out, think about who you are. What do you stand for? What are your core values? How do you live your life? What are your morals? What do you live? When you find out what you are, that's your brand right there. Take some time to delve into those deeper questions so that when asked, “What sets you apart from the umpteen million other options out there?” you have a concise, genuine and unique answer.
At Spade and Archer we work to maintain a visual brand both online and in our home staging design work that our listing partners in Seattle, Los Angeles and Portland can identify right away.
Typewriters and other vintage touches are a design staple in the Spade and Archer brand. You always know you are in a Spade and Archer home staging design in Portland, Seattle or Los Angeles when you spot a period typewriter on the office desk or a nostalgic radio in the kitchen!
Another aspect of a brand that stands out is it answers an essential need for your clients. Can your customer say when they see your collateral, messaging, and online presence that, “this person/company was put here to solve a problem for me?” Are you addressing a specific pain point of your demographic? Do you have a certain way of getting to the root of what your customer really needs? If not, then why would they seek you out?
Knowing how you operate allows you to know your best customer. The bigger you think your audience is, the more diluted your brand is going to be. Targeting the needs, wants and demographics of the people you want to work with will help you work the best. To know thyself is to know thy customer. Are you super detail-oriented, involved in constant communication and heavily invested in the process? Then a customer who is not focused on the minutiae, who is hard to get a hold of and only wants to know the end product is probably not the best person for you. Instead of spending time chasing every customer who may not fit your work style, hone in on the ones who vibe with you. The reason you share yourself in your business is to attract like people. The work will flow easier and they will be repeat customers because you are both on the same wavelength.
If you know who you are then you know how you can help. Self-awareness in business—as in life—is the only way to get ahead. A brand that stands out is one that knows what it is, what it can offer and what makes it special. You have the ability to help people with your special skill set. You are in business because you think have something to offer the world. In developing a brand that stands out, go to the foundation of it: YOU. You will attract customers who work like you because they know you. You will have a business that is sought out because they trust how you work. Develop your voice and your business will too.
Spade and Archer is ten years into their home staging brand (something that never stops evolving!) and while our look or offerings may always be leveling-up the core values have not changed. “Beautiful homes, thoughtfully conceived and gracefully executed” has been our guide post from the beginning. Trouble with a client concern? Return to our values. Stumped on a design issue? Return to the value. Hard conversation with an employee? Return to the values.
We can say 100% that the theme of “grace” has been endlessly valuable during the COVID-19 sheltering-in-place and slow of the real estate economy. When in doubt, we respond with grace. Grace with clients, our coworkers and ourselves.
What are the values that create your brand?
This article is from Episode 4 of the Behind the Yard Sign podcast where Justin and Kelly interview Windermere Realty Trust’s William Gilliland on his long standing ability to create and nurture relationships in his business. Is networking a gift or a skill? William gave a peak into his lifelong story on how he learned how to connect with people, listen and serve better, and grow a business. His values around connection are a priceless lesson on influence and creating trust and Kelly and Justin loved his journey — and tale’s of his grandmother!⠀
Listen to the full podcast at www.spade-archer.com/behind-the-yard-sign.
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Justin and Kelly talk about brand loyalty and brand differentiation inside and out of the real estate ecosystem. As a service provider who IS a vendor and also HAS vendors — Spade and Archer as a home staging company has a unique perspective on how to choose business relationships that reflect your own values and goals.⠀
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Behind the Yard Sign is a podcast about the lives, struggles and successes of seasoned real estate agents. Veteran brokers share their highest highs and lowest lows and the lessons they’ve learned along the way. You’ll find lots of tips, tricks and how-to advice on how to sell homes for more money and in less time with Spade and Archer founder, Justin M. Riordan and his marketing side kick, Kelly Hanahan.⠀
Spade and Archer Design Agency is a professional home stager in Portland, Seattle and Los Angeles. We start every single project with our Instant Price so let’s start the process of selling your home with an easy, free and instant quote. Spade and Archer is your no-risk, pay-at-closing, touchless installation, instant pricing home stager and we can’t wait to work with you.