Personal Branding for Financial Advisors

Transcription

1 Personal Branding for Financial Advisors

2 What we will discuss A definition of brand Why building a brand is important A BRAND framework It s not all about you

3 Debunking some myths

4 First A brand is not just a logo

5 This is not a brand

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8 Second A brand is not a personality

9 A brand is not a product

10 So What Exactly is a Brand?

11 A brand is a person s gut feeling about a product, service, organization or an advisor

12 A brand is defined by individuals, not companies, market segments or audiences It is a GUT FEELING because people are: emotional intuitive non-rational

13 IT S NOT WHATYOU SAY IT IS

14 IT S WHATTHEY SAY IT IS

15 Personal Branding Using a deep understanding of your unique gifts and distinct purpose to influence how you are perceived by others.

16 Why is Having A Brand So Important? People have too many choices and too little time Information consumes attention

17 A BRAND Framework

18 A BRAND Framework

19 A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business

20 A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours

21 A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience

22 A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your Tribe

23 A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your Tribe Differences Your Focus. Your Remarkable Features.

24 Biography & Business

25 Biography The authentic you Unique history Unique experiences Unique gifts

26 Whole Person Doug Towill Personal Small town boy (born in Moosejaw) Business junkie (Bcomm. MBA) West Coast/Left Coast Proud father of twin girls Tons of travel love it Professional 10 years as professional consultant 14+ years in investment mgt Practice Management - not Product Trends and Tools Cutting edge communicated

27 Tell Your Story

28 A lesson I have learned the hard way Stories Say A Lot About a Person The Why I do what I do story The best lessons I learned from my clients My best partners My father/my children A difficult decision and how I made it The My most embarrassing moment story The How I met my wife story

29 Business What is the deep need that you satisfy? What is the real value that you provide to the clients?

30 What is your competence? What are you really good at? What are you the best at? Personal BRAND Statement

31 Reasons Business Beliefs Behaviour/Actions

32 To answer two questions: A deep search and fearless inventory 1. What has your experience in this industry taught you? 2. How does it impact your behaviour and relationships?

33 We believe Therefore we

34 Your Business Beliefs Business Belief #1 Business Belief #2 Business Belief #3 Behaviour #1 Behaviour #2 Behaviour #3

35 Choose 3 to 5 areas your business will NEVER compromise

36 Actions Processes Client Experience

37 Client Experience

38 Three Questions 1. What experience do your clients want from their relationship with you? 2. What are the major client touch points or activities? 3. Do the activities provide real value and are they remarkable?

39 Customer Touchpoint Audit Client Experience Exceptional Needs Improvement Introduction Web Office Meeting Investment Ongoing Visit Communication

40 Process - Example 1 Discover Needs Invest Monitor

41 Process - Example 2 Step one: Clarify the client s present situation Step six: Provide periodic review and revision Step two: Identify both financial and personal goals and objectives Step five: Implement the right strategy Step three: Identify financial problems Step four: Provide written recommendations and alternative solutions

42 Client Experience - Example 3 Annual review Compatibility and priority Assessment Education and communication Worry-free Wealth Management What is success? Strategy and implementation Action plan

43 Niche

44 Not your niche Their tribe

45 The End of Traditional Client Profiles/Categories From Age Income Assets Occupation Gender Family To Individuals Lifestyles Personality Traits Beliefs Experiences

46 Becoming Part of the Tribe Identify a specific group - Have they selected you? Gain a deep understanding of their issues and needs. Create an educational program Locate the watering holes Regular meetings Common periodicals/publication Their COI s Their websites Package your entire offering to be uniquely attractive to them

47 Differences

48 The three most important words in differentiating your personal brand

49 Focus

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52 Is This How Your Customers See You?

53 Problem: We are hard wired to protect us from too much information

54 Our brains are programmed to notice only what s different

55 Solution: BE DIFFERENT

56 NO. REALLY DIFFERENT

57 A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your Tribe Differences Your Focus. Your Remarkable Features.

58 What Brand do you want to be? Brand X Exceptional Brand R Remarkable

59 Remarkable things get Remarked about

60 IT S NOT ABOUTYOU

61 IT S ABOUT THEM

62 Two Personas 1. Walks into a room and says Look everyone. Here I am! 2. Walks into a room and says Aha, there you are!

63 80/20 RULE

64 Differentiate yourself by: The questions you ask The way you listen The relationships you build

65 Help the clients and prospects by being very ready to articulate: Your value Your brand

66 Questions?

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68 Thank you

69 The information contained herein is qualified in its entirety by reference to the detailed information in the simplified prospectus of the fund(s). CI Investments Inc. cannot accept any responsibility for any loss arising from any use of or reliance on this information. Commissions, trailing commissions, management fees and expenses all may be associated with mutual fund investments. Please read the prospectus before investing. Mutual funds are not guaranteed, their values change frequently and past performance may not be repeated.