When everything else looks the same, and the price and quality are similar; how do you get yourself differentiated and be chosen from the rest?
That's where branding comes in. And when truly dialed in, that's what makes all the difference.
Paul Copcutt is a 15-year personal brand strategist, speaker, and podcast host whose personal branding insights have been featured in Forbes, Reuters, The Wall St Journal, Globe & Mail and Financial Post.
In this episode, Paul shares how you can let people distinctly know what you do, who you do it for, and why you're different, and be not just a brand but a differentiated brand.
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What you'll learn in just 18 minutes from today's episode:
00:46 - Defining branding
01:32 - Branding from a real estate investor's point of view
04:47 - Why it's hard to distinguish one's strength
05:31 - Finding that one attribute that sets you apart from the crowd
10:12 - How branding works for real estate investors who do the same things as the others
13:06 - Successful branding case study
16:05 - Getting yourself started on the whole branding idea as a real estate investor
"What the listener needs to get clear on is, what are the emotional attributes underneath that differentiate you from somebody else? - Paul Copcutt
"You don't need to be funny or quirky to be a good flipper. But it differentiates you. If the listener thinks about any brand they know or love, chances are, it's not about the product or service they're buying. It's the emotional connection they've made to that brand." - Paul Copcutt
"Your emotional attributes will be why somebody wants to hire you, work with you, or loan new investment money versus somebody else because they've made that emotional connection. And equally, sometimes, that emotional connection is not there, and it's not a good fit. And it's equally good to know that and go away from the project because it will be a nightmare." - Paul Copcutt
"If you can get very clear about what it is you do, who you do it for, and why you're different, hopefully in 10 to 12 words, that's easy for somebody to remember." - Paul Copcutt
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