Whether you’re struggling to keep your existing brand fresh or trying to build a new brand that works, The Agency’s Mauricio Umansky offers insights from his own brand-building experience.
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From Day One, The Agency’s brand has been its most valuable asset. It’s what has attracted the right agents and staff and inspired our unique culture. It’s far more than a logo or a tagline; it’s the whole world we operate in as a brokerage and a team.
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But what many people don’t understand about effective branding is that it can (and should) change. Letting it evolve while staying true to the essential parts of its foundation is what makes a brand exciting, dynamic and appealing.
Here’s how we approach brand identity, which has allowed our brokerage to grow rapidly and globally while maintaining its core essence and integrity.
1. Building a brand-centric culture
Yes, your brand is more than a marketing tool — it’s also a blueprint for your culture. At our brokerage, we’ve created, and continue to nurture, an environment where every agent and staff member feels deeply connected to our mission of redefining real estate.
By emphasizing collaboration, innovation and inclusivity, we’ve created a community that thrives on shared values and mutual respect. This cultural alignment doesn’t just happen; it’s intentional. From your onboarding processes to team events, every touchpoint reinforces what it means to be part of your brand.
Part of that is telling the brand’s story, having meaning behind your choices — your campaigns, your imagery, your words. Another aspect is having the right brand ambassadors infused into your structure and culture. Your creative team, executive leadership and agents are all these stewards; they passionately believe in the brand, and that energy is contagious.
2. Evolving without losing our core
A brand isn’t static. As markets shift, technology advances and client expectations evolve, so too must your brand. The key is striking a balance between innovation and consistency and having the right team in place to ensure the tools and resources needed to continue to showcase your brand as it grows.
What aspects of your brand should be flexible? What aspects are your non-negotiable, founding values? Asking these questions, being strategic and staying nimble allows your brand to remain fresh and relevant without diluting its core DNA.
3. Attracting the right talent
A strong brand doesn’t just attract customers — it also draws in top talent. The people who join a brand are often seeking more than just a job; they’re looking for a culture they can connect with. I often say being a brokerage is like being one of the flavors in an ice cream shop — everyone has their own preferences and not every flavor is for everyone.
A clear and authentic brand identity makes it easier for like-minded individuals to identify elements that resonate with them and find a fit — or flavor — that lasts. Ultimately, the passion and commitment of the team is what brings the brand to life and shapes its reputation.
4. Being creative and pushing boundaries
Real estate is often seen as a traditional industry, but don’t be afraid to challenge that notion. Creativity should be at the heart of your brand identity.
From producing cutting-edge marketing campaigns to hosting unconventional events, ensure you’re constantly exploring ways to surprise and delight agents and clients. Don’t rest on your laurels. Uncover what excites you, try new things, tell different stories and seek inspiration outside the real estate industry. This will show in your marketing.
5. Focusing on market visibility
To have a strong brand in a specific market, you have to be in the right places. Some of the markets we’re in already have high awareness of our team; some have never heard of us. Each unique market must be considered strategically in order to get our presence out in the right way.
In one market, we may do a commuter bus wrap. In another, we need to have a fabulous event with community members. Glossy magazine print ads might make an impact in one market, while digital ads are essential in another. The context of the market matters—one size does not fit all.
6. Staying authentic
As we expand globally, maintaining our brand’s integrity is paramount. In fact, it’s one of my greatest fears that our brand gets watered down as we scale. To me, growth should never come at the expense of authenticity, and it would be a huge letdown to everyone who has invested in this brand to compromise our brand spirit.
Make sure every new agent and partnership is carefully evaluated to ensure they align with your values. Don’t be afraid to turn down an opportunity if it’s not the right fit. Be selective in order to protect your brand.
If you have a brand that is effective and alluring, keep it safe. Make choices in its best interest and the right people and opportunities will come. If you’re struggling to find a brand identity that feels right, that’s okay too. It takes time and cannot be forced. Small choices build up to a big impact. Be thoughtful, be patient and don’t be afraid to be creative.
Mauricio Umansky is the founder and CEO of The Agency in Los Angeles. Connect with him on Instagram.