1. Your Brand is a Promise
2. Your Brand is a Visible Brand
3. Your Brand is Emotional
4. Your Brand has a Story
5. Deliver your Brand Promise 

Your visible brand starts with you, your name, sign, design, symbols and any combination of these things that represents you and your Brokerage. This is usually a quick way for people to identify who you are and what you do.

Your Brand is a promise. It is a promise of what a client can expect if they utilize your services. Much like Mercedes Benz brand represents luxury, safety, comfort, performance and style then consistently delivers on these promises so must you deliver on yours.

Your client’s experience will create the ultimate lasting impressions of your brand. Things like reliability, responsiveness, and trustworthiness should come to mind. The experience your client has with your brand or engaging in your services will lead to brand loyalty and brand equity.

Your Brand is Emotional. When people see your logo or name they should feel a certain way and make assumptions about the experience that will follow. This expectation is why it is so important to use each touch point you have with your clients to demonstrate or reiterate your value proposition. From the introduction, acquisition, to the completion of the deal your value proposition should be prompt, complete, and include expected and unexpected follow ups to ensure thoroughness. There is an image you evoke in the emotion of your brand that will glue your clients to you.

Your Brand has a Story to Tell. Who you are, and how you align your strategy for differences with the mindset of the high net worth individuals you are planning to serve. Most buying decisions are made emotionally then backed up intellectually, so provide personalized tailored experiences to your clients.

Trust is usually the biggest factor for selecting a business professional. If you can evoke a feeling of trust you are half way to getting their business. A positive emotional response is one the most important factors to winning the business when backed up with factual information to close the deal.

Don’t portray yourself to your market as a low cost leader. Wealthy individuals are used to paying higher rates for services and products. They expect the higher levels of quality and customer service that go with costlier purchases. In fact they often associate lower fees and prices with lower quality and poor service. It is important to value your services, knowledge and skills.

You probably offer similar services to others in your industry but these days the service you provide is only a minor part of the equation. People pay premium pricing for the experience of working with trusted professionals. Your job is to make sure your clients experience is first class. Virgin Airlines by example have built their entire brand on creating an extra ordinary flying experience. It is the same way when flying first class on a commercial airline. Everyone gets to the same place, but those who fly first class are paying for a higher level of experience.