Brand Identity
Key steps for GFI branding success
Clear brand identity
Lifecycle communications
Strong community
Corporate channels
Aspirational influencers
Clear brand identity
What 01
The visual and conceptual representation of a brand, encompassing values, mission/vision, logo, colors, typography, imagery, messaging, and overall aesthetic. This communicates who you are externally.
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Recognition Consistency Differentiation
Why 02
Emotional Connection
● Digital Platforms: Websites, social media channels, email marketing ● Print Materials: Brochures, business cards, posters, and promotional materials. ● Customer Interactions: Customer service, sales presentations ● Brand Collateral: Merchandise, branded content, and sponsorships.
Where 03
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Agents Clients Leaders Industry
Who 04
● Research: Understand your target audience, market trends, and competitors ● Define Brand Elements: Create key brand elements that align with your brand's values and resonate with your target audience. ● Iterate and Evolve: Continuously refine your brand identity to stay relevant
How 05
Make sure agents, clients & the industry at large know who you are and what you represent Clear brand identity
Considerations ● What are the key brand touchpoints? ● Which channels are for agents/potential recruits, and which are for clients? ● What does your agent facing brand look like vs. your client facing one? ● How does the brand scale as your agency grows? ● How do you ensure all brand assets meet consistent quality standards? ● How do you differentiate from others?
Clear brand identity
Lifecycle communications Create a predictable, repeatable series of communications for agents
Considerations ● What does your agent journey look like? What are the critical touchpoints? ● When should agents hear from you? E.g. when they sign up, new announcements, specific activities ● Which channels are most effective? E.g. SMS, email, in-portal notifications ● How can you personalize with data? E.g. Leaderboards, hierarchy information ● What actions are you driving them to take from these communications? ● Do you want to standardize outreach to consumers? E.g. Thank you cards
Community Find a place for agents to congregate, share best practices & ask questions
Community Find a place for agents to congregate, share best practices & ask questions
Considerations ● Is it public or private? ● What are the requirements to join? ● How is it moderated? ● Is it centrally controlled? ● Is it layered (e.g. nested groups within one another?) ● What are the common cultural practices and norms you want to enforce?
Community How and where can your agent community expect to hear from you
Considerations ● Is there a single channel or multiple channels that disseminate this information? If so, what are your primary channels? ● What kind of content are you prioritizing, e.g. recognition, training, information? ● Whatʼs the tone of the announcements? ● How do these channels interact with your community? Are they different or the same? ● How are you leveraging events (virtual and physical)?
Aspirational influencers How can you ʻsell the dreamʼ through influential figures in the organization?
Aspirational influencers How can you ʻsell the dreamʼ through influential figures in the organization?
Considerations ● What kind of image do you want these folks to project? ● Who are these influencers, and how do you highlight them? ● How does the influencer content differ from corporate content? ● How much personal vs. professional content do you want to share? ● Do you have people that represent all the different agent personas you want to recruit? ● What are main channels for these influencers, e.g. Instagram, YouTube, TikTok, podcasts?
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