Brand you

Today...the road
ahead...
 Does Brand matter?
 Individuals have brands?
 What is a brand
 Brand: YOU...and your
business branding

 Creating Brand: YOU
 Your value proposition, or USP
 Being different: but blending in
 Behavioral Attributes

 How to: Positioning
 Getting credibility
 Free Press tips
 ...and...some lessons &
direction...

“Brand” and Social Media
Social Media Examiner Brand awareness
noted that 72% of their matters: brands in the
clients reported closing initial-consideration set
more business as a can be up to 3 times
result of social media more likely to be
efforts, and 52% purchased eventually
reported increased lead than brands that aren't
generation results. in it...
“Winning the Consumer Decision
Journey”. McKinsey Report, by
David Court

The Brand: YOU challenge for Professional
Advisers

Being
different...
While fitting in!

When People think “Branding”...

What is a Brand?

USP
USP Identity
Identity Position
Position

Your Brand
...is what people believe about you...

Attributes of “A” Brand

Value proposition + Brand identity +
Positioning = Brand
M s t a d vic e bus ine s s e s c o m p e te o n
o
“a p p ro x im a tio n” a nd “re la tio ns hip s ”
All financial advice businesses are
approximately equal – To The Customer
...Until “relationships” come into the equation
– this is a differentiator

Your
Reduce below
Business’ industry’s standard
Brand
Position
Strategic
Eliminate Create
Value
Industry takes What the industry
Proposition
for granted Has never offered

Do something
Above the
industry’s standard

When

Business Brand

and

Personal Brand

do not mesh...the
customer thinks:

Are you serious?
In the a bs e nc e of strong
brand positioning the
customer uses these
decision making filters:

Price

Delivery – availability and
convenience

Relationships

The Business Brand and Brand: YOU meet...

Identity USP
USP Position
Identity Position

Your
Personal
Brand
Being Different....while looking the same.

W deal with
hy
you?
You have to know:

1.Why are you so special?

2.Who are you targeting?

1.Why should they deal
with you?

These are then
ingredients of your value
proposition

YOUR Proposition Checklist
Ag re a t va lue p ro p o s itio n:
Defines what you DO
Is different to competitors
Creates interest, or intrigue
Is strong and confident
Is about an outcome
Uses simple language
Is succinct
Is convincing – because
YOU believe it

EXAMPLE: What’s my value proposition?
Adviser to the Advice Industry
(is a positioning statement)

I get my customers more customers
(is the value proposition)

My service is unique and advisers love it, as they get practical
tools and help that they can use easily and quickly to remove
risks from their business, and create new business
opportunities. The key benefits are advisers have safer and
easier businesses to run, that make more money for them
and grow in value.
(It may not be great, but it seems to work!)

Unique Selling Proposition Worksheet how to say......My Brilliance! + My Passion! = YOUR gain

What do you do? How would a customer describe what you do?

Customer's Alternatives Why would a potential customer choose your competitors in lieu of you?

The IDEAL Client is: A "Good" Client is:

Your Key Differentiators for the IDEAL client are: Your Key Differentiators for a Good client are:

KEY Value to the customer? KEY Value to the customer?

Secondary Value to the customer? Secondary Value to the customer

THE Essential Value Proposition
what makes me unique...
what I do to create value...
how the customer benefits from that....

YOUR Unique Selling Proposition is therefore:

Some real examples....
I put in place the plans that buy people time, when they need it most.

I help business stay solvent when disasters strike

What makes me unique is my ability to grasp complex technical information
REALLY quickly, and provide practical simple solutions straight away that
clients benefit from.

What makes me unique is my ability to positively influence people to change
their thinking on how their financial future can be, and then help them make
it happen the way they want it to.

I arrange the plan and tools to help people get predictable income streams
when they are no longer working

I am great at taking complex financial problems onboard, and working out
and delivering simple solutions that work for my clients. I fix financial
headaches.

Brand: YOU is
about being
different...
While fitting in!

Brand Management is Business Ethics

How’s this going to come across on Fair Go?

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Websites:

Video’s:

Presentation materials:

Your Behavior is what gets you in.
Or OUT.

The Strategy
 Marketing systems feed the funnel

 Website is the core of the content
marketing, or engagement, strategy

 Social media feeds the funnel, AND,
produces content and traffic to the
website and blog.

 Email, e-zines & social media
provide ongoing engagement; and
deliver content.

 When they have an itch, they know I
am the scratcher

 When they have an itch...the sales
process begins A CLIENT (SALE) RESULTS

Getting attraction...and traction...

Beginners Brand Positioning Tactic

Leveraging other people’s networks
 Curate content  Images &
for your market Video’s rule
 Develop a  Keep it light –
“personality” your friends are
 Interact there
 Helpful
consumer tips
 Like others
pages
 Connect to journalists
 Connect to
Influencers
 Feed your blog in
 Share articles –
home page, groups,  Feed your
direct to contacts content in &
 Observe – watch cross-promote
what people like, your #SM
then feed that in  Rule of thirds!
 Be PROFESSIONAL

Do you like what you found about you?

Using keywords for better SEO
Twitter:

Blog: www.financialadvisercoach.com

Blog stats:

Already too much to do?

Well...you’ll have lots of time if you have no customers...your ROI is “survival”

Exponential
Results
Newsletter (Tips, Taps & Trends
– 1,400+ readers/fortnight)

LinkedIn: now 1,150+ 1st
connections

Twitter: 1,300 + followers

Blog: 1,500 + following; 70
reads/day and rising...

Facebook: 240+ fans

Learning and dabbling with
Pinterest (BIG deal),
You Tube (BIGGER deal),
Google+ (bound to be BIG, but a
struggle for me...)

 Clarify your core offer
Creating buzz...
 Know your target market

 Know how they benefit from you

 Put that into a “value proposition”

 Work out where they are, or are going
to be, and be there.

 Your value proposition HAS to fit with
the overall business brand and focus
on customer benefit

 Marketing the brand goes beyond just
you & the customer

 Customer benefit must be “outcome”
focused

 Engagement marketing is critical

Your Market Influence

This is Brand: YOU

F m inform
or ore ation
or to connect or
contact:

tony@strictlybiz.co.nz

Or, visit the website for loads of FREE stuff
@TonyVidler
www.strictlybiz.co.nz

http://nzlinkedin.com/in/tonyvidler

http://www.facebook.com/
Strictly.Biz.Ltd

Brand you

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