Companies spend millions of dollars on their brand.  Do you ever think about your personal brand? As an appraiser, you may feel it's irrelevant to our left-brain world. However, think on the right-side for a second; how do your appraisal customers, competing firms and folks in your office view you? 

The smarter people in the room understand that branding is not about getting your target market to choose you over the competition, but getting prospects to see you as the only one that provides a solution to their appraisal problem.  In our world, that might translate to expertise in specific property types, quick turnaround times, report content meeting client's expectation, or responsiveness to reviewer's questions.  If your brand is solely low ball fee, you'll likely disagree with my message and my personal brand.

Key to enhancing your personal brand is:

• Be authentic
• Deliver your message clearly
• Radiate credibility
• Connect to your customers and prospects emotionally
• Integrate your brand with the overall firm  

Your brand is a promise to your customers. When it comes to branding, everything matters; web site, how the customer feels when they contact you, your persona while networking and the delivery of your appraisal product.   

Communication and consistency of your personal message is key.  Fluctuation of your brand from great to marginal service zaps customer confidence.  Just ask Lance Armstrong; reputation can evaporate as quickly as you can say "Oprah."  In an age of approved appraiser lists, relationships may seem shallow and easily lost. 

Having a personal brand is equally important for the owner of the firm as it is for a fee appraiser.  Your brand is very important in your office.  Dress professionally.  Set education goals.  Produce great appraisals.  The behavior you exhibit toward your staff and peers needs to reflect your position and responsibilities.  How you handle yourself when things go wrong, internally and externally, immediately presents the strength of your character imprinting your reputation.

If the concept of a personal brand seems weird to you as an appraiser, that's ok. Our focus tends to be technical and not so much in the marketing department.  However, consider using some of your great appraiser brain power to best express a new brand or revitalize your existing one.