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

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Comments & Replies: 2     Views: 1489     Posted By: 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


Contributor: Marketing Advisor To 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.


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