personal branding for financial advisors · loss arising from any use of or reliance on this...
TRANSCRIPT
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Personal Branding for Financial Advisors
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What we will discuss
• A definition of brand• Why building a brand is important• A BRAND framework• It’s not all about you
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Debunking some myths
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First
A brand is not just a logo
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This is not a brand
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Second
A brand is not a personality
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A brand is not a product
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So What Exactly is a Brand?
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A brand is a person’s gut feeling about a product, service, organization or an advisor
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• A brand is defined by individuals, not companies, market segments or audiences
• It is a GUT FEELING because people are:– emotional– intuitive– non-rational
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IT’S NOT WHATYOUSAY IT IS
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IT’S WHATTHEYSAY IT IS
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Personal Branding
Using a deep understanding of your unique gifts and distinct purpose to influence how you are perceived by others.
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Why is Having A Brand So Important?
• People have too many choices and too little time
• Information consumes attention
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A BRAND Framework
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A BRAND Framework
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A BRAND FrameworkBiography and BusinessYou as a Person. Your Stories. Your Business
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A BRAND FrameworkBiography and BusinessYou as a Person. Your Stories. Your Business.
Reasons for what you do/how you actBusiness Beliefs and Behaviours
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A BRAND FrameworkBiography and BusinessYou as a Person. Your Stories. Your Business.
Reasons for what you do/how you actBusiness Beliefs and Behaviours
Actions you take/processesClient Experience
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A BRAND FrameworkBiography and BusinessYou as a Person. Your Stories. Your Business.
Reasons for what you do/how you actBusiness Beliefs and Behaviours
Actions you take/processesClient Experience
Niche servedThe People you Serve. Your Ideal Client. Your “Tribe”
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A BRAND FrameworkBiography and BusinessYou as a Person. Your Stories. Your Business.
Reasons for what you do/how you actBusiness Beliefs and Behaviours
Actions you take/processesClient Experience
Niche servedThe People you Serve. Your Ideal Client. Your “Tribe”
DifferencesYour Focus. Your Remarkable Features.
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Biography & Business
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Unique gifts
Unique experiencesUnique history
The authentic you
Biography
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Whole PersonPersonal Professional
– Doug Towill
• 10 years as professional consultant
• 14+ years in investment mgt
• Practice Management - not Product
• Trends and Tools
• “Cutting edge – communicated”
• Small town boy (born in Moosejaw)
• Business junkie (Bcomm. MBA)
• West Coast/Left Coast
• Proud father of twin girls
• Tons of travel – love it
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Tell Your Story
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Stories Say A Lot About a Person
My father/my children
My best partners
The best lessons I learned from my clients
A lesson I have learned …the hard way
The “My most embarrassing moment”
story
The “How I met my wife” story
A difficult decision and how I made it
The “Why I do what I do” story
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Business
What is the deep need that you satisfy?
What is the real value that youprovide to the clients?
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• What are you really good at?• What are you the best at?
•What is your competence?
Personal BRAND Statement
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Reasons• Business Beliefs• Behaviour/Actions
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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?
To answer two questions:
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We believe
Therefore we
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Your Business Beliefs
Behaviour#1
Behaviour#2
Behaviour#3
Business Belief#1
Business Belief#2
Business Belief#3
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Choose 3 to 5 areas your business will NEVER
compromise
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Actions
Client Experience
Processes
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Client Experience
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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?
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Customer Touchpoint Audit
Exceptional
Needs Improvement
Introduction E-mail Web Office Meeting Investment OngoingVisit Communication
ClientExperience
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Process - Example 1
InvestDiscover Needs Monitor
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Process - Example 2
Step four: Provide written recommendations and alternative solutions
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 three: Identify financial problems
Step five: Implement the right strategy
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Client Experience - Example 3
Annualreview
Education andcommunication
Action planStrategy andimplementation
What is success?
Compatibility andpriority Assessment
Worry-free Wealth
Management
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Niche
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Not your“niche”
Their “tribe”
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The End of Traditional Client Profiles/Categories
From
AgeIncomeAssetsOccupationGenderFamily
IndividualsLifestylesPersonality TraitsBeliefsExperiences
To
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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
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Differences
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The three most important words in differentiating
your personal brand
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Focus
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Is This How Your Customers See You?
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Problem:
• We are “hard wired” to protect us from too much information
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Our brains are programmed to notice only what’s different
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Solution:
BE DIFFERENT
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NO. REALLY DIFFERENT
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A BRAND FrameworkBiography and BusinessYou as a Person. Your Stories. Your Business.
Reasons for what you do/how you actBusiness Beliefs and Behaviours
Actions you take/processesClient Experience
Niche servedThe People you Serve. Your Ideal Client. Your “Tribe”
DifferencesYour Focus. Your Remarkable Features.
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• Brand “X” Exceptional
• Brand “R” Remarkable
• What Brand do you want to be?
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Remarkable things get Remarked about
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IT’S NOT ABOUTYOU
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IT’S ABOUT THEM
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Two Personas
1. Walks into a room and says “Look everyone. Here I am!”
“Aha, there you are!”2. Walks into a room and says
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80/20 RULE
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Differentiate yourself by:
The questions you ask
The way you listen
The relationships you build
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Help the clients and prospects by being
very ready to articulate:
Your value
Your brand
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www.ci.com/pd
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Thank you
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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.