advisor use only maximize business success with personal branding

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Maximize Business Success with Personal Branding

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Business Building


Agenda

Personal Branding

Defining Your Brand

Identifying Your Uniqueness

Measuring Success

Living Your Brand

Conclusion


Personal Branding


““A brand is an identifying mark, unique quality, or promise of value

What’s in a Brand?

((Source: Arruda, William. (2001). “A brand as unique as you are”, www.americanhomespun.com

- William Amuda


What is Personal Branding?

Your personal brand will:

Distinguish you from the competition

Reflect your values, personality, talent and skill set

Increase your credibility

Establish your expertise, authority and value

Attract your ideal clients effortlessly

Source: Green, Krista. (2004). Get Noticed, Be Remembered: Creating a Personal Brand Strategy for Success. Merack Publishing.


Personal Branding

Tailor and target your efforts towards a specific,

receptive audience


Personal Branding

Define yourself don’t let others

define you

Oprah WinfreyOprah Winfrey Richard BransonRichard Branson Donald TrumpDonald Trump


Personal Branding

Clarity

Consistency

Authenticity

Three indispensable elements to any personal brand are:


Defining Your Brand


Impressions

You only have one chance to make a first impression


Impressions

The key is identifying existing impressions and shaping them to match the image

Source: Montoya, Peter. “What is Personal Branding?”, www.petermontoya.com


Define Your Vision and Purpose

Creating Your Brand

To uncover your personal brand…


Vision and Purpose

VisionThe possibilities that you see for the world

PurposeHow you support that vision


Define Your Values and Passions

Defining Your Brand


Evaluate the Competitive Landscape

Defining Your Brand


Identify Your Target Audience

Defining Your Brand


Defining Your Brand

Peter Montoya’s Eight Laws

1. Specialization

2. Leadership

3. Personality

4. Distinctiveness

5. Visibility

6. Unity

7. Persistence

8. Goodwill


1

Montoya’s Eight Laws

LawSpecialization

Choose a core strength, talent or achievement that sets you apart,

such as a personality trait or business practice


2


Law Leadership

Become an authority by developing your expertise by:

Advertising your education, certifications, and experience

Volunteering to write articles for your local newspaper or magazine

Contributing to an advice column

Making yourself available to be quoted

Hosting seminars and workshops


3LawPersonality

Highlight your people skills, positive attitude and authenticity by finding

stories that illustrate what kind of person you are



4LawDistinctiveness

Broadcast your personal brand in a distinctive way such as getting involved

in your community charities



5LawVisibility

Market your brand in a way that imprints it in your client’s consciousness such as having distinctive office signage, logo,

Web site, advertisements, etc.



6Law Unity

Adhere to your morals, values, and behaviours in public

and private



7LawPersistence

Be constant and consistent in promoting your brand



8LawGoodwill

Be honest, unselfish and respectful



Identifying Your Uniqueness


Brand-Defining Stories

Determine a core group of stories, and use them to distinguish yourself, illustrate your ideas, build relationships, and make a great first impression.

For example, Mario Lemieux’s personal brand is a tough and determined hockey player, who could return from adversity


Business Philosophy

Steps to creating a business philosophy:

1. Consider your motivations for became an advisor and how you define your role

2. Develop a statement outlining your beliefs, priorities, and goals

3. Include your philosophy in your business plan

4. Revisit your philosophy regularly to ensure compliance

An Investment Policy Statement and Client Service Agreement is a good way to convey your

business philosophy


Communication Style

It is imperative to project the proper image, and everything from your appearance, stationery, business card, office, and communication style, should reflect your vision, purpose, values and passion.


Specialization Statement

A specialized statement is a sentence that sums up what you do and for who

Examples:“I am an estate planning specialist for clients with a net worth over $1 million.”

“I specialize in developing customized investment planning strategies for physicians.”


Measuring Success


Determine What Others Think

About You

Measuring Your Success

((Source: “i-dentified.com a brand as unique as you are”, www.americanhomespun.com


Client Experience


Do they feel rushed or confused during client meetings?

Are they satisfied with recommended investment strategies, product range, or services offered?

Do they find your newsletter helpful?

Would they be willing to attend seminars?

What other services do they like?

Client Experience

Questions to get a better sense of how your clients feel and identify areas for improvement include:


Business Results

Consider these questions: How many referrals are you getting?

Do you feel comfortable enough to have an active referral program?

If you answer “lots” and “absolutely”, then you have a powerful brand.

Dave Pickett says that branding success can be measured by the extent to which you are referable.


Living Your Brand


Office Environment

Create a Pleasant Office Atmosphere


Employee Involvement

Hosting sessions to discuss branding strategies and initiatives

Creating an internal newsletter or intranet site to provide strategy updates and success stories

Offering incentives for brand-building contributions

Providing bonuses for employee’s who successfully embody your brand’s key attributes

Encourage your employees to become involved by…


Standardize and Personalize

Using an appropriate greeting consistently

Responding to telephone and e-mail requests promptly

Refraining from typing on the keyboard while the client is talking, especially on the phone

Limiting unrelated interaction with other staff while speaking with clients

Capturing information the first time it is provided by the client

Establish office guidelines to ensure consistency and efficiency such as:


Standardize and Personalize

Greeting clients by name

Providing refreshment preferences

Offering a token gift of appreciation

Personalize your client’s experience through words and actions such as:


Eliminate White Spaces

For a pricey restaurant in the financial district, filling in the “white spaces” with service may include:

This would reinforce an “attention to detail” focused brand image

Providing a reservation confirmation call

Faxing a copy of daily specials

E-mailing a parking voucher


Stay True to Your “Story”

Reinforcement is the secret to a truly

powerful personal brand


Going Public

Once your staff is motivated to promote your brand, start expanding your community profile


Conclusion


Conclusion

Remaining competitive may require change


Begin by Changing Today

Determine what others think of you

Define values and purpose

Develop a mission statement

Determine business philosophy (Investment Policy Statement and Client Service Agreement)

Spread the word to staff, clients, and the community

Conclusion


Conclusion


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