What does “branding” mean to you? For Amanda Heismann Gray, CPM, it’s a matter of perceptions. But it’s much more than that.
“Branding is what you stand for, how you are perceived and how you perform,” explained Gray, the Aviva Institute’s director of property management.
For property managers, all the advice comes down to one simple truth: “Your personal brand is your promise to your constituents.”
Gray asked audience members at her educational session at the 2022 BOMA International Conference & Expo in Nashville in late June what skills and strengths give them a unique advantage.
“What are your core beliefs, and what are non-negotiables for you?” she said. It could be sustainability or the importance of training newcomers to the property management field. Whatever your core beliefs are, Gray said, they are part of your branding profile.
Because so much of branding is perceptions, Gray said, successful branding addresses the expectations of others.
So, if you feel your personal brand needs a makeover, whether you're looking to make a career switch or simply redefine yourself in your current role, there are four key components to redefining yourself—consistency, visibility, frequency and authenticity.
But make slight changes, rather than drastic shifts. “People want that consistency,” she said, to accept the changes more readily that you want to make.
They also need to see your brand with regularity and consistency. And it needs to be authentic, Gray said.