Building a Standout Personal Brand with Izzy Waite

Building a Personal Brand: Insights from a Branding Expert

In the world of branding, authenticity is paramount, especially for entrepreneurs and professionals in industries like real estate. I had the pleasure of interviewing Izzy Waite, the founder of Izzy Waite Design, who shares her expertise on personal branding and its impact on business success. In this blog post, we’ll explore the key takeaways from this engaging conversation.

From Marketing to Branding: How Izzy Waite Design Came to Be

Izzy Waite’s journey into branding began in college, where she studied marketing, graphic design, and website design. After experimenting with the corporate world, she realized her true passion lay in helping entrepreneurs bring their visions to life. “I just really missed getting to work with people that were passionate about what they were doing,” she shares. This realization led to the creation of Izzy Waite Design, a brand focused on working with passionate entrepreneurs in industries they love.

Izzy’s goal is to help her clients build standout brands that reflect their mission, values, and personality. By focusing on individuals who are deeply connected to their work, Izzy helps entrepreneurs carve out their niche and create a brand that truly speaks to who they are.

Personal Branding: It’s All About Who You Are

“Personal branding is really just who you are as a person, but also who you are as a business” said Izzy. For entrepreneurs, their personal brand is a reflection of their values and beliefs. It’s essential that business owners build a brand that represents their true selves and resonates with their target audience.

As Izzy explains, “If you’re not passionate about what you’re doing, your personal brand is really going to fall flat.” For many of Izzy’s clients, particularly those building personal brands, the first step is to have a deep conversation about their values, motivations, and why they do what they do. Understanding the person behind the business is key to creating a brand that feels authentic and genuine.

Izzy describes these sessions as “brand therapy” where she helps clients dig deep into their passions to uncover what makes their business unique. Once the core values and story are clear, a personal brand can be built that truly reflects the entrepreneur’s personality and values.

Crafting Your Brand Story: Positioning Yourself as the Guide

A personal brand is more than just a logo or business name—it’s a story. Izzy emphasizes the importance of creating a narrative that shows how your business helps solve a problem for your audience. The concept of the “brand story” is one that Izzy borrows from Donald Miller’s book StoryBrand. The key takeaway from Miller’s work is that businesses should position themselves as guides, not heroes. “You want to be the guide. You want your customers to be the main character” said Izzy. 

In a typical brand story, the customer is the hero of the narrative, and your business plays the role of the guide—helping them overcome challenges and achieve their goals. For real estate professionals, this is especially relevant. As Izzy explains, “You’re already kind of situated there as the expert, as a guide… you’re the person who’s going to help them write their own story.”

For realtors, telling their brand story is an opportunity to differentiate themselves from the competition. Whether it’s about how they provide exceptional service, educate their clients, or make the buying process stress-free, crafting a brand story helps build a connection with potential clients.

Finding Your Unique Value Proposition (UVP)

In a saturated market like real estate, standing out is essential. One way to differentiate yourself is by identifying your unique value proposition (UVP)—what sets you apart from others in your industry. Izzy advises realtors to think about what makes them memorable and recognizable. It could be a personal touch, a unique approach to customer service, or a specific niche they cater to.

Izzy provides a fascinating example of a realtor who uses his two large dogs as a differentiator. “He brings them to showings, he’ll bring them to community events… and it’s interesting because I don’t think the dogs are helping him sell houses,” Izzy notes. “But what’s happening is he’s becoming recognizable for this unique trait, and that’s what makes him stand out.”

This is a perfect example of how a personal brand can evolve unintentionally into a UVP. Over time, clients begin to associate the realtor with his dogs, and it becomes a talking point. For the clients who are also dog lovers, this becomes a unique connection that draws them to him.

Izzy encourages realtors to find their own niche, whether that’s by connecting with clients based on shared values or creating a distinct brand persona that appeals to a specific market.

Crafting Design for Different Audiences 

Design plays a crucial role in building a personal brand, especially for realtors. The design elements—like logos, colors, and typography—should resonate with the target audience. Izzy explains that real estate professionals targeting first-time homebuyers will have different design needs compared to those working with luxury property clients. The emotional tone of the design should reflect the aspirations and values of the target market.

When designing for first-time homebuyers, the tone might be warm, inviting, and accessible, as these clients may be feeling overwhelmed and excited about purchasing their first home. On the other hand, a realtor targeting luxury buyers might want a sleek, sophisticated design that conveys professionalism and exclusivity.

For both markets, the design should reinforce the brand’s story and values. Whether it’s a personal brand with a unique story or a more corporate image, your design elements should align with your brand’s voice and mission. The goal is to communicate the essence of your business, which requires balancing your personal preferences with the needs and feelings of your ideal clients.

Balancing Personal Preference with Client Needs

It’s important to remember that branding isn’t solely about what feels good to you as the business owner. While it’s natural to want your brand to reflect your personality, it’s equally important to consider how it will be perceived by potential clients. “I think sometimes there is a little bit of a disconnect because you’re thinking, okay, I want this to represent me, but really you do want it to represent you, but with your end client in mind” said Ali. 

There’s often a balancing act between incorporating your personal style into your brand while still appealing to your target market. Take, for instance, the example of a business owner who loves the color orange. “Orange is very friendly and energetic and creative. That’s what I want my clients to feel like when they’re working with me anyway” Izzy said. The key here is to ensure that your personal preferences still align with your brand’s goals. If orange is your color, but your target market is looking for something more classic or sophisticated, you might balance it with a modern font or neutral tones to avoid overwhelming clients.

Branding is about merging your personality with the feelings you want to inspire in your clients. The key is finding a way to represent yourself authentically while ensuring your audience can relate to and engage with your brand.

Why Personal Branding Matters

In the world of real estate, many professionals use their own names as part of their business name, such as Izzy Waite Design.  There are a few key reasons for this. First, “I started thinking about a new business name for so long and nothing felt right. And eventually, I was just like, I’m just dragging my toes, whereas I could be starting” said Izzy.  Sometimes, using your name allows you to get your business off the ground quickly, especially when you’re focusing more on establishing your credibility and relationships with clients.

Additionally, a personal brand builds trust and rapport. It emphasizes the personal relationships that often drive real estate sales and fosters a sense of connection with clients. “My design brand is definitely more of a personal brand as well. And I think it reflects how I work with my clients” Izzy said. Over time, as your business grows, your name can evolve to represent more than just you—it can embody the values, expertise, and relationships that your business has cultivated.

The Power of Custom Design: Adding a Personal Touch

Branding isn’t just about logos and colors—it’s also about how you present your business visually. Custom graphics and illustrations can add a unique personal touch to your brand. For example, hand-drawn illustrations can make a brand feel more intimate and personal, giving it a down-to-earth, approachable vibe.

As the designer shares, “I do a lot of what I’d call my doodle illustrations with my client’s work. I think I’m drawn to those too because they feel very personal” said Izzy. These elements are not only visually appealing but also enhance the emotional connection your brand has with potential clients. A branding project for a reading tutor, for instance, involved incorporating fun and approachable illustrations that would appeal to both children and adults. The balance between fun, engaging visuals and a professional, approachable feel was key to making the brand resonate with its target audience.

While not every business may need hand-drawn illustrations, they can serve as a unique differentiator in a crowded market. Simple elements like this can convey your brand’s personality in a meaningful way, without overwhelming potential clients.

The Challenge of Consistency in Branding

One of the most important aspects of effective branding is consistency. Once you’ve developed your branding—your colors, fonts, and logos—it’s essential to use these elements consistently across all of your marketing channels. “Once you build your own branding or you pick a font or you pick colors or something like that, you want to really utilize it and be repetitive” said Izzy.

Consistency in branding builds recognition and trust. If your branding is constantly changing, potential clients may struggle to recognize your business, which can hinder your success. “Someone needs to see your marketing seven times before they buy from you. And now I think they said it’s closer to 15” Izzy said.  Consistent use of colors, logos, and fonts makes your brand memorable and fosters a sense of familiarity and trust with your audience.

The Role of Professionals in Branding

For many business owners, especially those without a design background, branding can feel like an overwhelming challenge. With so many moving pieces—personal preferences, client needs, emotional connections, and visual consistency—it’s easy to feel like you’re juggling too many tasks. “That’s why you hire a professional because much like people can’t sell people houses as a realtor, there are different specialties for a reason” said Ali. 

Hiring a brand designer or strategist allows you to leverage the expertise of someone who understands how to balance all these factors effectively. A professional can help you identify your ideal clients, craft a brand that reflects both your personality and your clients’ needs, and ensure that your branding is consistent across all touchpoints.

In conclusion, branding is much more than just a logo—it’s a reflection of your business’s identity and a tool for connecting with your clients. By focusing on emotional resonance, balancing personal preferences with client needs, and maintaining consistent messaging, real estate professionals can develop a brand that truly speaks to their ideal audience. With the right approach, you can create a lasting impression and build trust with your clients from the very first interaction.