I want you to picture what it would be like if you walked into your office on a Monday morning, you opened up your email, and you had six new messages all from folks that you’ve never met, folks that you’ve probably never even heard of, all requesting a meeting with you. What if instead of having to go out and chase your business, it came after you? This is what happens to our advisors on a regular basis. Before you think that there’s anything special about the advisors themselves, I want to promise you that this can happen to you too, because although there isn’t anything special about the advisors, there’s something very special about the power of branding.
What I want to talk about is the five biggest branding blunders that advisors make and how you can prevent them or, how you can fix them if you’re already doing them.
Branding blunder number one is simply failing to understand what branding is. Everyone who’s started a business has heard about the importance of branding… You have to brand yourself as this. Make sure your brand reaches them or that your brand impression should portray that.
Having a strong, unique brand message is the key to any successful marketing campaign. There’s no question about that. The question is: what does branding really mean, and how do you do it?
You can’t just have a logo with bright flashy colors. It doesn’t mean simply plastering your company’s name anywhere it fits.
It’s not just about impressions.
It’s about allowing people to learn and understand who you are, what you do, and what you can provide, without having to tell them, and providing the trust needed for them to believe that you can provide it. At the end of the day, good branding breeds trust with your prospects.
Imagine it this way, if you put your name amongst a list of thirty of your top competitors, your prospects should be able to point out your name and explain why you have a significant value for them that they should want to work with you. That was the goal of what we did and that’s the goal of what your branding should do.