Branding is both an art and a science. It involves creating a unique name and image for a company, a product, or a person. It is not just a logo: it is how your customers perceive and experience your product or services. Entrepreneur Magazine
describes branding as such:
"[Y]our brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be."
Branding can make your business stand out. It gives you a unique identity and a unique message o your target audience, whether you're an individual, such as an independent realtor, or a multinational company. It makes you more memorable, your name or your logo more likely to stick to mind. And this is especially important in a market where real estate is booming, and in which developers and realtors are all competing for their share of buyers and investors.
So what will make you stand out? Branding uses strategy and design. Strategy, to quote Entrepreneur Magazine, is "how, what, where, when and to whom you plan on communicating and delivering on your brand messages." Target audience, location, and distribution channels of marketing campaigns are among the many factors that branding can determine for your business. Strategy allows you to fine-tune your marketing campaigns. It will determine how you should advertise and what your advertisements should look like (or sound like) in order to pique the fancy of your demographic. It's a lot like how you stage a house to appeal to your target client.
Design, meanwhile, is essentially the visual embodiment of your brand message and identity. It is how your logo, your ads, your myriad paraphernalia like letterheads, email signature, even your office sign -- or your office itself -- all look like. Effective design uses variables like shape, color, type, and imagery to impress upon an idea, emotion, or some other effect on the viewer. Much like how one amazing photo of a listing will get you leads, effective design will make you all the more visible, memorable, and appealing to your demographic.