Isaac Gutman on Building your Brand Beyond the Logo


Isaac Gutman is well-known around the greater New York City area, from Brooklyn to the Bronx. Not only is he an active part of the real estate scene in the New York tristate area  in the area, he has strong commitments and social ties to many of the charities and organizations that support underprivileged individuals in the area. Isaac Gutman has a strong belief in and commitment to social responsibility. As a result, he has used his upstanding position and connections within the real estate industry and investment industries, including his position as the founder and manager of Ryer Investment Group and Ryer Real Estate, to help create change for underprivileged individuals, those in poverty, and individuals who are trying to get their start in the New York real estate industry.

If you were blissfully unaware of the impact branding has on marketing, then you’ll want to start expanding your knowledge about branding immediately. Nowadays, our consumers are exposed to constant social media and internet exposure. So, whether you are building a new brand, launching a new product, or relaunching a successful brand that’s already active, you’ll need to know how to build your brand beyond the basics.

#1 Understand Your Customer and your Marketplace

The first step to building your brand is to understand your customer and your marketplace. This step involves comprehending your target demographics and knowing where and to whom you will be positioning the brand. Keep in mind that marketing always begins and ends with data and analytics. There is essentially no way to build a brand without data. So, to begin the process of understanding, you’ll have to obtain the data about your customer and marketplace since that lays the foundation for success.

Still, knowing information about your customer and marketplace data can only get you so far when it comes to branding. You’ll also need to understand how to analyze the patterns, insights, and trends that are involved in the data. Once you comprehend that information, you’ll need to use it to build success with both your customers and within your marketplace.

To begin this process, you’ll want to get acquainted with your customers. By knowing who your customers are, you’ll be able to comprehend their needs better, wants, and preferences. Knowing all three of those items can help you tailor your messaging and advertising so that you make a profound impact on them.

After that, you’ll need to get to know your marketplace. That way, you can figure out where your brand fits in, and then you can assess ways to make your brand stand apart. When trying to assess where your business stands, ask a few questions like:

  • What do we do?
  • Who do we do it for?
  • Why are we doing it?
  • How are we doing it?
  • Is this all working?

If your business already exists, you can use those questions to evaluate how well your brand and messaging is performing. If you feel it isn’t performing well, you’ll need to figure out where you veered off course. After that, make sure you develop your message clarity and focus on what makes you different from the competition. If you fail to develop complete clarity, you’ll also fail to attract customers, unfortunately.

#2 Establish Your Message

Once you understand your customers and where your company stands in the marketplace, it’s time to establish your message. You can establish your message by offering a clear mission statement and defining your value proposition for your customers. Remember, complete clarity is key again here if you want to achieve success. So, provide a clear strategic direction to build motivation and inspiration. When you work on your mission statement, focus on your business’s goals, and the value that you’d like the brand to offer.

You’ll need to utilize what you know about your customers and how you stand out from your competition, both discussed in our first step, to effectively establish your message. Keep in mind that you’ll need to remember what your customers are seeking to attract them to your product, but you’ll also need to let them know how you are different from your competitors so that they’ll want to choose your product.

#3 Define Your Vision

Next, you’ll need to define your brand’s vision or a future-focused statement that portrays a vivid scene of what the world would look like once you’ve accomplished your brand mission. To better define your vision, you’ll need to use strategic and creative designs as well as your knowledge of the market, business factors, and consumers. Defining your company’s vision is much like creating a blueprint for a structure. By defining your vision, you are also establishing the foundation, guidelines, and laws before you lay down the first brick. To define your vision, you’ll need to assess:

  • What your brand is
  • What your brand does
  • Your competition
  • Your reasons for doing what you do
  • Who you do it for
  • How you are better at it than your competition

If you can develop your brand’s core values, which work like the pillars of your company, then that can help you define your vision more successfully. Utilizing your brand’s core values can guide your organization’s actions and influence the entire workplace culture to achieve success.

#4 Create a Value Proposition

To create a value proposition, you’ll need to ask yourself the following questions:

  • How is my brand better than the others?
  • Where does my brand create value for consumers?
  • What’s my brand’s competitive advantage?
  • How is my company different from the competition?

By developing a value proposition, you’ll understand where your business stands in comparison to the competition, and define what is unique about your brand.

Successful brands are shaped by considering both the minds and hearts of your consumers.  You need to strive to embed an emotional tie into your brand’s platform. Customers typically buy from the companies they best relate to and feel comfortable with, and that’s not always the brand that offers them the most benefits. Instead, consumers tend to prefer an emotional connection to the brand from which they purchase their products.