In the news

A piece of mine published in Property Industry eye yesterday, looking at the impact of not having a clear brand identity - and how it almost made Hovis brown bread.

Scroll to the end for some extra comment from me, and an activity you can do in your agency to avoid the same fate.

So, How Do You Avoid the Same Fate?

Now that you understand the risks, here’s an activity you can sit down and complete today to help make sure your estate agency doesn’t fall into the same trap as Hovis. It’s time to stop blending in and start standing out.

Activity: Define Your Unique Identity

Take out a piece of paper (or open up a new doc) and answer the following questions. It’ll help you create a clear picture of what makes your agency unique:

1. What are your core values?

   • And I don't mean a list of buzzwords. Think about what drives your business. Is it customer service? Expertise in a certain property type? A reputation for being fast and efficient? Define the values that make your business tick.

     
     

2. What makes you different from your competitors?

   • It's highly unlikely that there is anything unique about your business. But there will be aspects of differentiation. Look at your competition. What are they doing that you can’t stand? What are they doing well? Now, think about how you can do it differently. If they’re all about the "professional experience," maybe you’re all about the “personal touch” or “local expertise.”

     
     

3. Who are you talking to?

   • Can you describe your ideal client in one sentence? The clearer you can get here, the more you can tailor your messaging to speak directly to their needs.

     
     

4. What’s your brand personality?

   • Is your agency formal and professional, or is it approachable and friendly? Are you serious about getting results, or do you mix in a little humour to make your agency more memorable?

     
     

5. What’s your elevator pitch?

   • If you had 30 seconds to describe what makes your agency stand out, what would you say? Keep it simple but impactful—focus on your most notable selling points and consider whether they are points of difference from your competitors.

     
     

Activity: Create Consistent and Compelling Marketing

Once you’ve nailed your identity, here are the next steps:

• Messaging Check: Go through all your marketing materials (website, social media, brochures, etc.) and see if they all align with your unique identity. If something feels off or too generic, change it.

  
  

• Visual Identity: Does your logo, colours, and design make sense with your brand personality? Are you using the same visual style across all your platforms? Consistency helps clients remember who you are.

  
  

• Content Creation: Start brainstorming creative ways to showcase your personality. Could you feature staff members, share behind-the-scenes stories, or use humour in your social media posts? Get creative—this is your chance to really show what makes you stand out.

  
  

Final Thoughts

If there’s one thing to take away from the Hovis story, it’s this: don’t become the brand that nobody remembers. In an increasingly crowded marketplace, it’s easy to fall into the trap of blending in with the competition. But the truth is, your estate agency can’t afford to be another one of the crowd.

By defining your identity, being consistent, and showing off your personality, you’ll create a brand that people not only remember, but want to work with. And, most importantly, you’ll stay ahead of the competition. Just like Warburtons did when Hovis dropped the ball.

So, next time you’re thinking about your marketing strategy, ask yourself this: What’s going to make us stand out? If you don’t have a clear answer, it’s time to revisit your brand and make sure you’re doing what’s necessary to be unforgettable.