Brand and personas

Having a well-thought-out plan before you start marketing is essential for success. But what is particularly important in marketing at the beginning?

Marketing Basics: Understanding and Developing Brand, USP & Persona

This guide is about the fundamentals of successful marketing: your brand and your personas – in other words, your customers. Our goal is to help you develop a sound marketing strategy based on this foundation.

Everything Starts with the Customer

Every good strategy begins with a central question: Who is my customer?

What problem does my customer have?
What needs drive them?
How can my service solve this problem?

You don’t operate in a vacuum, but in competition. To stand out, you need a Unique Selling Proposition (USP).

Your USP = Your Superpower:

What do you do better than others?
What makes you special?
What sets you apart?

Image & Communication

Your image is how you present yourself externally. It influences your language, your visuals, your overall impact. Ask yourself:

What type do I embody?
Am I more young, conservative, creative, loud, or quiet?

These decisions affect your entire communication – from flyers to office design to your website.

Important:

Your communication must be consistent.
It must clearly convey your USP and your image.

Goal: Establish a Strong Brand

In the long run, your goal is to establish yourself as a brand:

Anyone thinking about real estate thinks of you first.
You become synonymous with your offering.

How to Define Your Brand:

Choose up to 5 traits that should shape your brand:

regional, local, rooted, global
creative, technical, aggressive, reserved
down-to-earth, elitist, traditional, exclusive
casual, conservative

These traits are your guiding principles. Every flyer, every team member should reflect them.

The Formula for Success:

Brand = USP + Image + Message + Channel

A good network amplifies this effect – but building a brand takes time and focus.

Understanding Customers: Developing Personas

The second part is about your customers. Without knowing your target group, you can’t communicate effectively or sell successfully.

Types of Personas:

Primary personas: your main target group
Secondary personas: potential secondary audiences
Negative personas: people you deliberately don’t want to work with

Note: Many teams distort their perception through recent customer experiences ("recency bias").

Customer Analysis with a System

Use quantitative data to develop your personas based on evidence:

How old are your clients?
What is their gender?
Why did they buy from you?
What was the revenue?

Create customer clusters and group similar types. Then move on to the qualitative development:

How to Create Personas:

Give them names and faces: e.g., “Karl-Heinz, 62, not tech-savvy, safety-oriented”
Define needs, motives, fears
Create a tangible profile you can work with

Conclusion: Your Foundation for Targeted Marketing

Successful marketing is built on solid knowledge of your brand, USP, and persona. If you internalize these basics, you won’t just communicate more effectively – you will clearly position yourself in the market and build trust.