Brand your look: 4 thumb-rules to help real estate professionals be remembered and referred

This week, the official portrait of First Lady Michelle Obama was revealed. Of course, she is sporting what has become her signature look. Through numerous TV appearances and magazine covers, Michelle's sleeveless dress has become her fashion icon. As real estate professionals, we have to brand what we do more than just how we look. But it is difficult for most to separate the two; after all, we judge a book by its cover. It is more accepted for women to dress in distinctive professional attire than men; this leaves voids and opportunities for us guys. Black preachers and trendy musicians need not be the only exceptions. Those who see me can easily point to my "crazy jackets" as my memorable icon. Are there thumb-rules you can follow to fashion your personal brand? I wouldn't ask if I didn't have the answer: How to brand? Read 4 thumb-rules below. What to brand? There are hundreds of variations: Every article of clothing and accessory can be branded; name badges and distinctive ties are simple forays. See the masses, and do it differently - with different color, different style, different use, etc. The point is to stand out and be remembered. This can feel uncomfortable: a) you haven't done it much, and b) you are explicitly flouting standard expectations. These 4 thumb-rules can also help to mitigate embarrassment. 1) Respect It may sound like an oxymoron: Break the norm, with respect. There are unspoken (and spoken) dress codes. I had to respect my host's wishes a few weeks ago: One of my clients had organized a seminar for his high-end real estate associates. He politely asked me to not wear my purple shoes, for my sake. I politely explained how it is in keeping with my brand. Because I was also representing my client, I acquiesced. Michelle Obama came to the faux State of the Union address in a sleeveless; was it appropriate? 2) Right Beyond scripted corporate branding (e.g., Century 21 gold jackets), your fashion icons are your preference. Does it feel right to you? Is it how you want to be perceived? This reminds me of a Seinfeld moment: Jerry had just bought a $400 suede jacket, yet expressed reluctance. Jerry asked, "Is it me?" to which Kramer replied, "It's more you than you've ever been!" While it felt new, Jerry was able to affirm a look he wanted. You may feel awkward in the beginning, but does it feel right with how you want to look? It looks right on Michelle. 3) Relevance You can arbitrarily change, add, omit, or adapt any accessory or article of clothing. Yet, what does your fashion icon say about you, and what you do? Stretch your personal preference to meaningful connection: The virtue, talent, and skill of creativity can be adapted to performance in many ways. Michelle's sleeveless symbolizes a healthful, athletic, beautiful, and professional role model. 4) Resonance Does your fashion icon relate to what your clientele is going through, what they need, or what they care about? Modern women have to juggle their careers and their families, with their personal fitness and fun. Michelle's sexy yet functional sleeveless resonates, and inspires many to have arms that look as right. Finally, in branding ourselves with a fashion icon, we should always remember the perennial marketing thumb-rule: Repeat, repeat, repeat. Michelle Obama is a clear example of that. Of course, I practice what I preach. Repeat, then rinse: Break your brand, and see who notices. Your colleagues should be able to predict, even caricature, your personal brand fashion icon. Along with the other 4 thumb-rules, you can brand your look, be remembered, and be referred. Vikram Rajan is a practice marketing advisor with CoGrow, Freeport, N.Y.