Multifamily Florida - Fall 2015 - (Page 8)
FA A UPDATE
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'
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
When you think of popular brands, you
probably think of a logo or a slogan, or
8 l MULTiFAMiLYFLoRidA l www.faahq.org
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
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 / Adv.com
Multifamily Florida - Fall 2015