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Business Broker Asks: What's More Important: Branding Myself Or The Brokerage?

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Comments & Replies: 2     Views: 981     Posted By: Jordan Green  Jordan Green - Marketing Advisor To Brokers

As a business broker, branding yourself with consistent and ongoing content is critical to your long-term success. Branding yourself protects you from outside factors that may affect your company's brand in the future and allows you to continue making progress if your company's circumstances change.

Topics: Business Brokerage     Tags: business brokers



As a business broker, branding yourself with consistent and ongoing content is critical to your long-term success. Even if you worked for the same brokerage for numerous years, the truth is, over 75% of all business brokers end up working for a different company every 5 years, on average. You may feel comfortable in your current work environment, even for 5-10 years, but unforeseen circumstances may arise at any point in time and force you to move in a different direction.

I recently had a business broker client who was unsure about whether or not they should be branding themselves or their office. I advised them to begin branding themselves as an individual, and 2 months later, their office changed names completely, which had a drastic impact on their brand recognition and marketing tactics, causing them to lose major progress that was made on popularizing their name and business. Making the decision to put yourself first and build your personal brand as a professional allows you to establish yourself as an authority within your industry, something that won't be affected by other any outside factors and cause you to lose ground should anything change within your company.

Branding yourself and your services as a business broker works in a way that is similar to the current entertainment industry. Take Dwayne "The Rock" Johnson, for example. When he is in a movie, PR professionals are going to market him as an actor while promoting the movie, rather than the company producing the film, and movie-goers are going to see the movie (or not) because he is in it, regardless of production company creating the film. In your industry, business owner/sellers are looking for brokers who, like The Rock, have an active online presence, and are more likely to conduct business with a broker who is posting personalized, ongoing content online because they have a better understanding of who you are and how you conduct business.

Great ways to develop your brand and credibility as a reliable resource for business owner/sellers and buyers of small businesses include:

* Contributing regularly to blogs and discussions
* Hosting webinars and workshops for small business buyers and sellers
* Post relevant content on various social media platforms
* Have a consistent message on your own website, social media profiles, and the platforms that you advertise your services and business-for-sale postings on


The broker should brand them self first, because it's true, the company might be bought and merge with another company and change names. Ultimately the clients are doing business because they trust the broker who they are doing business with. The most important thing about a broker branding them self is consistency, if they are going to do mailers then do them every month, not sporadically. Consistency and persistence is the way for people in your community to know who you are.


  Helpful Resources To Assist In Selling And Buying California Businesses
Janet Carrera - Escrow & Bulk Sale Services - SF Bay Area

Redwood Escrow Services, Inc. is a full service, licensed independent escrow company. We are EAFC Fidelity bonded, fully insured & licensed with the Department of Corporations. Committed to offering our clients the most comprehensive variety of escrow services available. Phone Janet at 510-247-0741.

Willard Michlin, CPA, Certified Fraud Examiner, Due Diligence Services

Willard Michlin, CPA #106752, offers buyers step by step training & assistance in doing Due Diligence Services when they are thinking of making an offer, or are in process of investigating a business purchase. He helps to determine the actual net profit even when there is cash. Call 805-428-2063.

Diane Boudreau-Tschetter: Escrow And Bulk Sale Services

California Business Escrow, Inc. is a full service independent escrow company serving all of California and has expertise in a wide range of escrows. Our team prides itself on providing an exceptional escrow experience. For more info phone Diane Boudreau-Tschetter at 888-383-3331 or 209-838-1100.

Mark Chatow, Esq.: Legal Services For Buying, Selling Businesses

Mark has a broad range of small business purchase & sale experience from analyzing potential acquisition targets to successfully guiding buyers and sellers through the purchase & sale of small businesses. Mark can assist with contracts, negotiations, legal matters, etc. Reach Mark at 949-478-8393.

Jordan Green, JRG Communications - Marketing Services For Brokers, Agents

JRG Communications is a marketing communications company assisting business brokers & agents. Services include: social media management, custom website creation & design, content creation services, optimizing and posting listings on business-for-sale websites, custom articles & blog post creation.

Elizabeth McGovern: Escrow Services - SF Bay Area

McGovern Escrow Services, Inc., is a leading independent escrow company. We are a trusted partner with our clients, assisting them through the tangled bulk sale & liquor license transfer process. We provide attentive, quality & innovative customer service. Phone Elizabeth McGovern at 415-735-3645.

Brad Steinberg, Broker - Laundromat Specialists

Laundry specialists - founded in 1968 by three laundry professionals, PWS is a family-owned corporation. Through the years it has grown to become the largest vended laundry equipment distributor in the United States. Call Brad Steinberg at 323-721-8832 to sell or buy a coin or card laundromat.

Helen Yoo: Escrow & Bulk Sale Services - Southern California

New Century Escrow, Inc. is a fully licensed & bonded independent escrow company. Over 20 years combined experience in handling bulk escrow transactions. Multi-lingual staff that speaks your language, including Korean, Chinese, Vietnamese. Call Helen Yoo direct at 626-890-1151.


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