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How to Conduct a Brand Audit: Start the Year with Clarity and Confidence

The start of a new year is the perfect time to take a fresh look at your marketing strategy, and this starts with a brand audit. As a realtor, your brand plays a critical role in setting you apart from the competition and building trust with your clients. But what does your brand really say about you?

Pro tip: Take a moment to complete the Brand Audit Checklist. This step-by-step guide will help you define (or redefine) your brand for 2025 for consistent, authentic marketing.


What Is Your Brand, Really?

Your brand is more than just colors, fonts, and an aesthetic. As brand guru Rory Vaden puts it, “Your brand is the digitization of your reputation.” It’s how people perceive you and your business both online and offline. Your brand is the promise you make and the way you make people feel when they interact with you.

When you think about your brand, consider these questions:

  • What values do you want your business to reflect?

  • How do you want clients to feel after working with you?

  • What do people say about you when you’re not in the room?

  • What is your unique selling proposition (USP) that sets you apart from other agents?

  • What words or phrases do you want to be synonymous with your name and services?


Define Your Brand: Key Questions to Ask Yourself

To articulate your brand, you need to go beyond surface-level descriptions. Here’s a framework to help:

  1. Core Values: What do you stand for? Is it integrity, innovation, community, or perhaps all three?

  2. Audience: Who are you speaking to? First-time homebuyers, luxury sellers, or real estate investors?

  3. Tone: How do you communicate? Are you professional and polished, friendly and approachable, or bold and edgy?

  4. Visual Identity: How do you want your brand to look and feel? Think about imagery, style, and vibe.

Write your answers down. This will become the foundation for every decision you make about your brand.


Let me be real for a moment. I know this seems silly, but knowing the answers to these questions is truly the foundation of your brand. We have all of our clients complete an extensive brand questionnaire before we start working together. Your answers to these questions should dictate all of your marketing decisions moving forward. Knowing the answers to these questions is what allows you to show up authentically time and time again.

Choose Your Aesthetic, Fonts, Colors, and More

Once you have clarity on your brand’s personality and values, it’s time to bring it to life visually. Here’s how:

  1. Colors: Select a color palette that resonates with your brand values. For example, blues convey trust and dependability, while greens suggest growth and harmony.

  2. Fonts: Choose fonts that align with your tone. Modern sans-serif fonts feel clean and professional, while serif fonts add a touch of elegance and tradition.

  3. Imagery: Use real-life images or professional photography that reflect your audience and the lifestyle they aspire to.

  4. Logo: Make sure your logo aligns with your overall aesthetic. It should be simple, memorable, and versatile.

If you’re unsure, look for inspiration on Pinterest or branding websites. Our team can also help with a full brand build if you'd rather leave it to the professionals.


Sharing Your Brand: Launch and Consistency

Your brand doesn’t stop with design. It’s about how you show up consistently across all platforms. Here’s how to share your brand effectively:

  1. Launch: If you’re refreshing or redefining your brand, make it an event! Announce your new look on social media, update your website, and share it in your email newsletter.

  2. Social Media: Use consistent colors, fonts, and tone in your posts. Highlight your values and expertise through authentic storytelling.

  3. Marketing Materials: Align all collateral, including business cards, brochures, and listing presentations, with your brand.

  4. Repetition: The key to strong branding is consistency. Show up the same way, every time, everywhere.

Final Thoughts

A brand audit might seem like a daunting task, but it’s one of the most rewarding investments you can make in your business. By defining your brand, creating a cohesive aesthetic, and sharing it consistently, you’ll attract the right clients and build a reputation that stands out in a crowded market.



Your Brand Audit Checklist

  1. Start with Self-Discovery

    • Rory Vaden’s Personal Brand Quiz: Begin by identifying your personal brand and uncovering ways to strengthen it. This will help you clarify your unique attributes and how you’re perceived. The quiz is six simple questions.

      • Question 1: In one word, what problem do I solve?

      • Question 2: What am I passionate about? 

      • Question 3: What do I research? 

      • Question 4: What do I have results in? 

      • Question 5: What business am I in? 

      • Question 6: What would people be willing to buy?

    • Simon Sinek’s Start With Why: Use this framework to uncover your core values and mission, ensuring your brand reflects your deeper purpose.



  2. Understand Your Audience

  3. Visualize Your Brand

    • Pinterest: Explore branding inspiration boards to get ideas for your aesthetic. This is a great way to see how your values and audience translate visually.

    • Canva’s Brand Kit Feature: Organize and apply your colors, fonts, and logo consistently across all designs. This tool simplifies staying on-brand in all your marketing materials.

Need help with your brand audit or marketing strategy? Let’s connect! We specialize in helping real estate agents like you build authentic, memorable brands that grow your business.

Hello

My name is Emily Ingle


I created Saylor + Co to help others just like me. In a past life, I was an ambitious realtor eager to do all the right things to grow my business, with marketing being one of the most important. As an agent, you wear ALL the hats, and the marketing hat can be the most daunting, especially if you struggle to find your creativity. I found that I loved the creative side of marketing my business, but I simply didn't have the time! Sound familiar? They say you're most perfectly positioned to help the person you once were, so here I am! My team and I provide authentic, consistent marketing for real estate agents.

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No more spending hours on a postcard, email newsletter, or social media post, only to still not be 100% satisfied with how it looks. No more purchasing templates that look good but feel too generic. We help you show up as YOU, so when someone opens an email or reads a social media post, they’re hearing your voice. When someone receives a mailing or an invitation to an event, it goes on the fridge—not in the trash.

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Saylor + Co is for the agent who has been searching for quality marketing solutions from someone who knows the industry and is committed to knowing you, providing consistent and authentic marketing. As you browse each package, you'll find custom options tailored to YOUR brand, and the gift of time returned to you.



 
 
 
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