Branding and Industry Relations 2FINAL · BRANDING AND INDUSTRY RELATIONS Overview of Takeaways:...

BRANDING AND INDUSTRY RELATIONS

Overview of Takeaways:• Consistent Branding – logo, name, mission statement• Effectively Articulating the Women's Council Brand• How To Be More Visible In The Industry• Build Positive Relations With Your Local Association 1

Faculty

Nykea Pippion McGriffChicago, IL

Nykea@DreamTown.com

Shannon OlsenNorth Ogden, UT

Shannon@MyUtahAgents.com

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Mission Statement

• OLDWe are a network of successful Realtors®, advancing women as professionals and leaders in business, the industry and the communities we serve.

• NEWWe are a network of successful Realtors®,advancing women asbusiness leaders in the industry and in thecommunities we serve.

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• What's Wrong With These? 5

BRANDING 6

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Guidelines for Branding

• Use Official Corporate Logo only

• Official Corporate Logo for your Local Network

• Conveys professionalism to the industry and public• We are in an experience economy - One brand; one mission

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Download full Branding Guidelines: wcr.org>About Us> Logo Downloads

Guidelines for Branding

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• Consistent brand across all Networks – no alterations, no themes

INCORRECTCORRECT

Guidelines for Branding

Not Permitted:• No Changes or Additions! • no colors changes• no additional graphics (bows, bras, hats, cats, hearts, butterflies or sailboats)• no borders, circles, or special effects• no additional words (such as chapter or network after name)• no stretching of logo

Logo Publishing GuidelinesGo To: WCR About Us à Logo Downloads

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Guidelines for Branding

• Network name: Describes what we are• Women’s Council of REALTORS® Texas• Women’s Council of REALTORS® Highland Lakes

DO NOT SAY:• Women’s Council of REALTORS®, Highland Lakes Network• Highland Lakes Network of the Women’s Council of REALTORS®• Highland Lakes Local Network, Women’s Council of REALTORS®• Highland Lakes Chapter Network, Women’s Council of REALTORS® 11

Guidelines for Branding: The Mission

Official Mission Statement:

We are a network of successful REALTORS®, advancing women as business leaders in the industry and in the communities we serve.

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Custom Network Logo & Other Brand Materials

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Download logo & other brand materials by visiting -www.wcr.org/about/brand-assets/

Women's Council also has a brand new branding guide! It is a refreshed and more visually attractive piece that has been updated from the old 2015 version!

ACTIVITYFacebook – Name Change Process

• Network name on Facebook:• Women’s Council of REALTORS – California• Women’s Council of REALTORS – Phoenix• Women’s Council of REALTORS – Northern Utah

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Step 1:Step 2:

Facebook – Name Change Process

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1. Go to Network Facebook Page2. Click the “ABOUT” section on left3. Request the name change (click edit)

• Such as: Women’s Council of Realtors Illinois• NOTE: Facebook will not allow for all capitals or ®

EFFECTIVELY ARTICULATING THE WOMEN'S COUNCIL BRAND

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Network Structure:Internal Messaging

• Streamlined for greater focus on professional development, networking, and relationship building

• Standard operating guidelines = consistent experience

• Now many ways to get involved / develop leadership skills

• Programming includes educational events that attract broad audience as well as more intimate experiences for members• Leadership roles give hands-on experience in running a

business

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Network Structure:External Messaging

• The Council = premier source for strong, well-trained leaders

• Events attract wide audience for critical industry / business trends and issues

• Members are career-oriented, business-minded professionals who are actively engaged in organized real estate

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Key Messages

• The Impact of Women• Women’s perspective is essential• Women’s Council prepares women to succeed in influential

leadership roles

• The Council’s Value• We are the premiere source of strong, well-trained leaders• Membership = sign of professionalism & gives credibility• Members share expertise and support one another professionally• Networks and local associations collaborate and are partners• "Women's Council membership provides you with skills and

information to deal with a changing business environment" (93% of Members Who Reported)

• Earn more than 2x the average Realtor• In business 25% longer than the average Realtor• Referral mindset - Generate an average of 50% of real estate business

from referrals

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Key Messages

• Leadership• Leadership is a business building skill• We provide training to take leadership skills to the next level• Many opportunities to play a leadership role within the Council• 70% of members agree that "As a result of my involvement in Women's Council, I have become

a stronger leader and developed advanced leadership skills for my business, community, and personal life."

• Professional Network• Every member has something to contribute and to learn• Events are opportunities to learn with & from other professionals while building productive

professional relationships• Continue to grow personally & professionally as top business leaders• #1 reason cited for doing Women's Council member-to-member referrals: "Council

membership means a high-level business leader who will follow through on client needs."20

Key Messages

• Membership Development• Membership growth is a shared responsibility• When membership grows, it enhances a member experience• Strong REALTOR base = primary focus of recruitment / retention• Emphasis on both retaining and recruiting• Networks attract top professionals by building member’s businesses through networking

and focusing on market trends

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Key Messages

• Local Network Success• Networks are locally based business groups• Effective leaders:

• Prioritize advancement of others• Plan for the future• Have vision and motivates others to get involved• Models how to get value through involvement• Taps into the strengths of the team• Open-minded• Ensure smooth transitions• Are a good follower AND leader

• Local, state and national are partners22

Infographics

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Infographics

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Leverage & Systematize Branding

• Use WCR.org infographics• Post Value & Mission Statements• Create "Core Value" memes from Branding Guide• Create "Quick Hit" memes from Key Messages• Create Testimonial video's• Create Elevator Speech video's• Pre-schedule/tag leadership on Facebook for entire year• Rinse & repeat

ACTIVITY TIME – create your own"Why Women's Council" elevator speech video

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Social MediaProject Team

- Ensure consistent messaging year-round- Approve comments, as well as engage with members & strategic partners- Post "Behind The Scenes" to show the collaboration & fun members have- Use #'s such as:#LeadersMadeHere#WomensCounci#WomensCouncil_________ (Network Name)

INDUSTRY RELATIONS 27

Industry Relations

• Organized Real Estate• REALTOR Associations – Local, State, National

• Branded-trademark• Code of Ethics

• Industry Organizations• Association Affiliated: YPN• Independent Organizations: AREAA, NAHREP, and many more!• Community Organizations: Chamber of Commerce, Rotary, Soroptimist

• Mutually Beneficial Partnership• Partnering vs Sponsoring• Understanding the Benefits of Women’s Council Being Involved• Articulating That Value 28

Involvement

• Local• State• National

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Your Local Association

• Priority Partnership

• What Makes A Strong Relationship• Staff• Key Influencers• Being Willing to Say Yes When Asked

• How & Why:• We understand the needs of the local association so we can be a constructive and

engaged partner • Women's Council is not competition, we cultivate leaders that feed our association• We’re in the relationship business 30

Affiliate vs Sponsor vs Strategic Partner

• National Affiliates • NO such thing as a local affiliate• National Affiliates are Members• National Affiliate can also be Strategic Partner• Eligible to be project team leads

• Sponsors• One time event sponsors vs year long partnership• Industry Event may attract one-time sponsors• In-kind sponsorship

• Strategic Partners• Year-long partners of Women’s Council• They are in it to build relationships on the local level 31

Benefits of Strategic Partners

• Benefits provide many ways to be visible (with REALTORS® and their clients) and opportunities to build productive relationships with REALTORS®

• Benefit offer strategic partners opportunities to showcase their products and services in addition to their experience and expertise

• Benefits offer strategic partners the opportunity to become an indispensable part of the REALTOR®’s professional network of experts to better serve their clients

• Strategic Partners may be eligible for Member Pricing• Strategic Partners full... now what? Create more opportunities!

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How Are Your Industry Relationships?!

Complete Assessment HandoutWhere are you succeeding OR uncomfortable/stuck?

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SHARE

• Where are you now? Discuss among your table – best & worst• Overall best share with room• Overall worst share with room• Best & worst – connect with each other, exchange info, and set goal to help create

new success stories!

• Make your 2019 Action Plan – What "one thing" can you do?• Pick one partner to share your plan with and be each other's accountability partner.

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CLOSING 35