Maximize Business Success

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Maximize Business Success with Personal Branding
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Business Building
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Agenda

• Personal Branding
• Defining Your Brand
• Identifying Your Uniqueness
• Measuring Success
• Living Your Brand
• Conclusion

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Personal Branding
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Whats in a Brand?

• A brand is an identifying mark, unique quality,
  or promise of value

- William Amuda
((Source Arruda, William. (2001). A brand as
unique as you are, www.americanhomespun.com
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What is Personal Branding?

• Your personal brand will
• Distinguish you from the competition
• Reflect your values, personality, talent and
  skill set
• Increase your credibility
• Establish your expertise, authority and value
• Attract your ideal clients effortlessly

Source Green, Krista. (2004). Get Noticed, Be
Remembered Creating a Personal Brand Strategy
for Success. Merack Publishing.
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Personal Branding

• Tailor and target your efforts towards a
  specific, receptive audience

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Personal Branding
Define yourself dont let others define you
Donald Trump
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Personal Branding
Three indispensable elements to any personal
brand are

• Clarity
• Consistency
• Authenticity

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Defining Your Brand
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Impressions
You only have one chance to make a first
impression
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Impressions

• The key is identifying existing impressions and
  shaping them to match the image

Source Montoya, Peter. What is Personal
Branding?, www.petermontoya.com
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Creating Your Brand
To uncover your personal brand

• Define Your
• Vision and Purpose

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Vision and Purpose

• Vision
• The possibilities that you see for the world

Purpose How you support that vision
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Defining Your Brand

• Define Your Values and Passions

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Defining Your Brand

• Evaluate the Competitive Landscape

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Defining Your Brand

• Identify Your Target Audience

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Defining Your Brand

• Peter Montoyas Eight Laws

1. Specialization
2. Leadership
3. Personality
4. Distinctiveness

5. Visibility 6. Unity 7. Persistence 8. Goodwill
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Montoyas Eight Laws
1

• Law
• Specialization
• Choose a core strength, talent or achievement
  that sets you apart, such as a personality trait
  or business practice

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Montoyas Eight Laws
2

• Law
• Leadership
• Become an authority by developing your expertise
  by
• Advertising your education, certifications, and
  experience
• Volunteering to write articles for your local
  newspaper or magazine
• Contributing to an advice column
• Making yourself available to be quoted
• Hosting seminars and workshops

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Montoyas Eight Laws
3

• Law
• Personality
• Highlight your people skills, positive attitude
  and authenticity by finding stories that
  illustrate what kind of person you are

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Montoyas Eight Laws
4

• Law
• Distinctiveness
• Broadcast your personal brand in a distinctive
  way such as getting involved in your community
  charities

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Montoyas Eight Laws
5

• Law
• Visibility
• Market your brand in a way that imprints it in
  your clients consciousness such as having
  distinctive office signage, logo, Web site,
  advertisements, etc.

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Montoyas Eight Laws
6

• Law
• Unity
• Adhere to your morals, values, and behaviours in
  public and private

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Montoyas Eight Laws
7

• Law
• Persistence
• Be constant and consistent in promoting your brand

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Montoyas Eight Laws
8

• Law
• Goodwill
• Be honest, unselfish and respectful

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Identifying Your Uniqueness
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Brand-Defining Stories

• Determine a core group of stories, and use them
  to distinguish yourself, illustrate your ideas,
  build relationships, and make a great first
  impression.

For example, Mario Lemieuxs personal brand is a
tough and determined hockey player, who could
return from adversity
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Business Philosophy

• Steps to creating a business philosophy
• 1. Consider your motivations for became an
  advisor and how you define your role
• 2. Develop a statement outlining your beliefs,
  priorities, and goals
• 3. Include your philosophy in your business plan
• 4. Revisit your philosophy regularly to ensure
  compliance
• An Investment Policy Statement and Client
  Service Agreement is a good way to convey your
  business philosophy

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Communication Style

• It is imperative to project the proper image,
  and everything from your appearance, stationery,
  business card, office, and communication style,
  should reflect your vision, purpose, values and
  passion.

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Specialization Statement

• A specialized statement is a sentence that sums
  up what you do and for who
• Examples
• I am an estate planning specialist for clients
  with a net worth over 1 million.
• I specialize in developing customized investment
  planning strategies for physicians.

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Measuring Success
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Measuring Your Success

• Determine What Others Think About You

((Source i-dentified.com a brand as unique as
you are, www.americanhomespun.com
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Client Experience
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Client Experience
Questions to get a better sense of how your
clients feel and identify areas for improvement
include

• Do they feel rushed or confused during client
  meetings?
• Are they satisfied with recommended investment
  strategies, product range, or services offered?
• Do they find your newsletter helpful?
• Would they be willing to attend seminars?
• What other services do they like?

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Business Results
Dave Pickett says that branding success can be
measured by the extent to which you are referable.

• Consider these questions
• How many referrals are you getting?
• Do you feel comfortable enough to have an active
  referral program?
• If you answer lots and absolutely, then you
  have a
• powerful brand.

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Living Your Brand
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Office Environment

• Create a Pleasant Office Atmosphere

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Employee Involvement
Encourage your employees to become involved by

• Hosting sessions to discuss branding strategies
  and initiatives
• Creating an internal newsletter or intranet site
  to provide strategy updates and success stories
• Offering incentives for brand-building
  contributions
• Providing bonuses for employees who successfully
  embody your brands key attributes

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Standardize and Personalize
Establish office guidelines to ensure
consistency and efficiency such as

• Using an appropriate greeting consistently
• Responding to telephone and e-mail requests
  promptly
• Refraining from typing on the keyboard while the
  client is talking, especially on the phone
• Limiting unrelated interaction with other staff
  while speaking with clients
• Capturing information the first time it is
  provided by the client

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Standardize and Personalize
Personalize your clients experience through
words and actions such as

• Greeting clients by name
• Providing refreshment preferences
• Offering a token gift of appreciation

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Eliminate White Spaces

• For a pricey restaurant in the financial
  district, filling in the white spaces with
  service may include

• Providing a reservation confirmation call
• Faxing a copy of daily specials
• E-mailing a parking voucher

This would reinforce an attention to detail
focused brand image
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Stay True to Your Story

• Reinforcement is the secret to a truly powerful
  personal brand

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Going Public

• Once your staff is motivated to promote your
  brand, start expanding your community profile

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Conclusion
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Conclusion

• Remaining competitive may require change

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Conclusion

• Begin by Changing Today
• Determine what others think of you
• Define values and purpose
• Develop a mission statement
• Determine business philosophy
• (Investment Policy Statement and Client Service
  Agreement)
• Spread the word to staff, clients, and the
  community

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Conclusion
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