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"A great job providing big business ideas, a system for getting new business and keeping costs within an entrepreneurial budget."
Robert Cawston,
Cawston Financial Advisory
Manulife Securities
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Your brand is your edge to stand out
from the crowd
Personal branding is not about projecting a false image. It’s understanding and using what differentiates you from other advisors to propel your business.
Embrace this fact: It’s rarely the best-qualified advisor who wins the most coveted clients. Instead, it is often the person who “packages” themselves best to meet the needs of the potential clients. This all comes down to how you look on paper initially and the attitude you bring to your prospecting. You have 100 percent control over both.
Personal branding is not about projecting a false image. It is about understanding what is unique about you, your accomplishments, experience, attitude and using that to differentiate yourself from other advisors. Your brand is your edge.
Do you buy generic beer, clothes, cars? Do you buy any no-name, large-ticket items at all? Not likely. If you are like most people, you buy a brand because of the security and peace of mind that comes from the quality and reliability of a known brand. Clients do the exact same thing when they choose an advisor to trust.
Personal branding is about making yourself stand out so that people can trust you and become interested in you. Successful advisors often do this by combining their personal attributes (personal story, positioning, and identity) and leverage it to create a brand that is memorable and desirable to the people they want to reach.
What would make a potential client take notice of you? Could it be your experience, years within the industry, personal knowledge, testimonials from others? Might it be the clients you currently serve? Were you responsible for their success or a solution proposed that the potential client might recognize?
Your brand collateral will also highlight your most valuable and attractive skills in such a way that potential clients are more likely to call you. So, what are your most marketable skills? What do you do better and more easily than other advisors? Is it the work you’re doing now? A designation you have earned? A hobby? Your answers will often lead to surprising results, which will serve as the basis for a very powerful brand story. A few paragraphs that answer these questioned put in front of potential clients are all you need for new opportunities to take notice of you and want to learn more.
AdvisorBranding is a business-building resource which creates and builds personal brands to help financial advisors grow their business.
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"Advisor Branding has been a tremendous help to us. We really appreciated their patience and attention to detail. They helped us brand the processes and services that we have been providing for the past 20 years into a professional package that is easy for our clients to understand and for us to use."
Robert Wright
Partner, Mowbray & Wright
Partners In Planning
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