Multifamily Florida - Fall 2015 - (Page 8)

FA A UPDATE What's Your Brand? BY JOSH GOLD, CAE, CMP FAA ExECUTIvE vICE PREsIdENT "We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You." - Tom Peters, 'The Brand Called You' W hether you are a professional in multifamily housing or at one of the companies that provides products and services to the industry, you know that part of your professional responsibility is to present your community or represent your company in the best possible light. Establishing and protecting the "brand" of a company, organization, or community is critical to business success. It's so critical that several articles in this issue of Multifamily Florida include ways to help you do that better. But I also want you to think about your personal brand - what you represent and how you are perceived. And I want you to think about how the FAA and your local affiliates can help you build and improve that brand. When you think of popular brands, you probably think of a logo or a slogan, or 8 l MULTiFAMiLYFLoRidA l both. The Nike swoosh and "Just do it." McDonald's golden arches and "I'm lovin' it." Those are important because they're memorable. But a brand is much more than those external elements. Marketing expert John Jantsch, founder of Duct Tape Marketing, defines branding as "the art of becoming knowable, likable, and trustable." As you define your personal brand, those are good qualities to aim for. First, you need to know who are and what unique assets you bring to every encounter and business dealing. Start with an honest assessment. "How is your product or service special? For example, what is your personal trademark? Is it speedy service? Is it going the extra mile to exceed expectations?" writes Bruna Martinuzzi, president of Clarion Enterprises Ltd., on American Express's Open Forum website for small businesses and entrepreneurs. "Whatever distinguishes you, be clear about it so you can articulate it and do it with perseverance." She also recommends creating a brand mantra of three to five words. Think of it as a slogan, but it's only for yourself. It will help you stay focused on who you are and how you want to go forward. Being likable doesn't necessarily mean in a personal sense, but rather as someone people want to do business with. Do quality work - without exception. Deliver on promises and keep your word. Be consistent. Those practices will make you not just likable but will also go a long way toward making you and your personal brand trustable. Martinuzzi offers a number of specific strategies to improve your brand - some you'd expect, like building your skills so you can own your brand with confidence. Others, you might not have thought of, like "Drop the mercenary approach." She asserts that giving of yourself, doing pro bono work, and sharing your wisdom and

Table of Contents for the Digital Edition of Multifamily Florida - Fall 2015

President’s Message: Rewarding Reflections
FAA Update: What’s Your Brand?
Target Your Market
Lease It Like a Lease-Up
Hyperlocal Mobile Marketing
Legislative Update: Fair Housing, Fire Safety, and Veteran Homeless Ness
Become an Extra Ordinary Salesperson by Being Relevant
Checking Customer Satisfaction: Rare or Well Done?
Building Community: The Marketability of Community
Giving Back: AAGO Foundation Hosts Foster Youth at Job Shadow Day
Community Spotlight: Solaire at Coconut Creek
Apartments by the Numbers
Index to Advertisers /

Multifamily Florida - Fall 2015