Develop your Brand Story:
Who am I?
What make me standout?
Who knows it?
The 3 Cs of a Personal Brand:
- Clarity – Give information in a focused way
- Credibility - Deliver on the promise with consistency in performance
- Consistency – Consistent in messaging throughout customers
Be ambiguous and reliable
Who am I? Brand Clarity
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Services
- Have a clear differentiation between other agents
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Desired Outcome
- Know where you want to go and be clear about it (KPIs)
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Mission, Vision, Values
- Live your mission, it tells what you are about
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What can customers expect?
- What will they receive?
These items must all be focused, put it into 5 lines and adjust the context based on the audience.
What makes me Stand Out: Brand Credibility
- Create New Value – Something no one does [Knowing your client & interests]
- Create New Value – Provide more service or lower cost [Send an advising report & how they affect investments
- Create Better Value – Ramp up quality and features [what you know and how you provide it]
- Your Value Proposition = Experience + Service
Brand Consistency: Whose in your network? & What do they say about you?
Draw a Target Sign:
- You are the dot in the middle
- Plot smaller dots around you those are the people you know
- Categorize your network
- How close are they to you?
- Bigger Network = More Resources
Communicating your Brand Strategy:
- Make sure how you want to be seen is how others see you
- Be purposeful
- If you don’t manage your brand the market will (Take charge of your brand)
- Deliver uniform messaging across customer/ client groups and messaging outlets (Be the same everywhere or have multiple platforms)
Quote:
“Only give people information that could be value to them”