Suzanne Rosnowski of Quinn & Co. gave this presentation on personal branding at REMarTech on April 29, 2010.

1. Branding Yourself Apart
How to Get the Competitive Edge by
Taking Control of your Personal Brand

2. Why build your brand?
GOAL=TRUST
Trust
Consideration
Familiarity
Awareness

3. Who Are You?
• Exercise: You have 3 minutes to come up with
one word that if you had to brand yourself
people would know an attribute of yourself
that is significant
• Tell the person on either side of you your word

4. What
What you
others
think of Your Brand
think of
yourself
you

5. The process for developing your brand
Key brand
Target messages
audiences
Define
success
SWOT
Research

6. Research
• Research competitors online and offline
• Being authentic and excellent is more
important than being different
• Research brands you admire in and out of real
estate
• Online research is most thoroughly done via
online audit

7. The online audit:
Four components:
• Search
• Website
• Social Media
• Blogs

8. Mini-D.I.Y. Online Audit

9. Search
• Google yourself, company, combination of
terms used to find your services
• How easy is it to find you?
• Where are your competitors?
• Consult a professional if not on the first page

10. Website
• First impression
• Searchable
• User-friendly
• Shows strengths
• Inspires Trust
• Consistent with Brand
• Shows Personality

11. Social Media
• Competitors and their friends
• Socialmention.com
• Google Alert
• Explore
• Familiarize yourself with differences between
each social media site
• See who is talking about your company online
and listen

12. Blogs
• What blogs do you read?
• Are mentioned?
• Where should you have a presence that you
currently don’t?
• Who has a blog that you admire?
• The comments will tell you a lot about who is
listening

13. Keys to effective online brand building:
• Give yourself structure
• Be authentic
• Keep it timely and fresh
• Add value to all posts and make it a fun read
• Be humble

14. SWOT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats

15. Define Target Audiences

16. Measurement of Success
• How will you measure success in your brand?
• ROI
• Can you convert visitors to more?
• Relationship building
• Learning something new about your customer

17. A, B, C Model
A successful
brand is
defined
here!
A You B Your
Customer C Their
contacts

18. Formulate Brand Messages
• Synthesis of everything
• To be used throughout everything your
brand touches
• Can be in form of mission statement,
slogan, “elevator pitch”, etc.
• Should reflect your core words and also
make it clear who you serve

19. Brands should have a mix both:
Grand Gestures and The Personal

20. Your Brand Is Everywhere
• Personal interaction
• Signature elements
• Website
• Blog
• Video
• Social media
• Newsletters, reports
• Interviews with press
• All collateral
Canvassing these mediums creates a feeling
that YOU are everywhere!

21. Examples of good brand positioning

26. Challenges

27. “I’m part of a big company. How do I
develop my own brand and be a star
player without creating conflict? Or
is conflict perhaps inherent to the
process?”

28. “No one seems to have any attention
span – it seems like I don’t have
enough time to explain my brand.”

29. “How do I make myself look great
without making it all about me?”

30. “It’s all too much and I’m
overwhelmed!”

31. “I’m not a writer, so I can’t blog. Who
has time for that anyway.”

32. “I already have a strong brand, so
why bother incorporating all of the
digital elements?”

33. Keys to a successful personal brand
• Be innovative
• Be content-rich
• Think beyond real estate
• Have an opinion
• Be true to yourself

34. Questions

35. Thank you!
Suzanne Rosnowski
Phone: 212 8681900 x229
Email: srosnowski@quinnandco.com
Twitter: @Suz_Rosnowski
Linkedin: Suzanne Rosnowski
Facebook: Suzanne Billet Rosnowski