New Retirement Brand

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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
• Its 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 persons gut feeling about a
  product, service, organization or an advisor

å
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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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ITS NOT WHAT YOU SAY IT IS
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ITS WHAT THEY SAY 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 Framework

• Biography and Business
• You as a Person. Your Stories. Your Business

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A BRAND Framework

• Biography and Business
• You as a Person. Your Stories. Your Business.
• Reasons for what you do/how you act
• Business Beliefs and Behaviours

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A BRAND Framework

• Biography and Business
• You as a Person. Your Stories. Your Business.
• Reasons for what you do/how you act
• Business Beliefs and Behaviours
• Actions you take/processes
• Client Experience

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A BRAND Framework

• Biography and Business
• You as a Person. Your Stories. Your Business.
• Reasons for what you do/how you act
• Business Beliefs and Behaviours
• Actions you take/processes
• Client Experience
• Niche served
• The People you Serve. Your Ideal Client. Your
  Tribe

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A BRAND Framework

• Biography and Business
• You as a Person. Your Stories. Your Business.
• Reasons for what you do/how you act
• Business Beliefs and Behaviours
• Actions you take/processes
• Client Experience
• Niche served
• The People you Serve. Your Ideal Client. Your
  Tribe
• Differences
• Your Focus. Your Remarkable Features.

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Biography Business
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Biography
The authentic you
Unique history
Unique experiences

• Unique gifts

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Whole Person
Doug Towill

• Personal Professional

• 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
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Business

• What is the deep need that you satisfy?

What is the real value that you provide to the
clients?
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• What is your competence?

• What are you really good at?
• What are you the best at?

Personal BRAND Statement
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Reasons

• Business Beliefs
• Behaviour/Actions

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A deep search and fearless inventory
To answer two questions

• What has your experience in this industry taught
  you?
• How does it impact your behaviour and
  relationships?

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We believe Therefore we
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Your Business Beliefs
Business Belief 1
Business Belief 2
Business Belief 3
Behaviour 1
Behaviour 2
Behaviour 3
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• Choose 3 to 5 areas your business will NEVER
  compromise

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Actions
Processes
Client Experience
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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
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Process - Example 1
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Process - Example 2
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Client Experience - Example 3
Annual review
Compatibility and priority Assessment
Worry-free Wealth Management
What is success?
Education and communication
Action plan
Strategy and implementation
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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
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 COIs
• 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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Focus
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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 whats
different
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Solution
BE DIFFERENT
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NO. REALLY DIFFERENT
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A BRAND Framework

• Biography and Business
• You as a Person. Your Stories. Your Business.
• Reasons for what you do/how you act
• Business Beliefs and Behaviours
• Actions you take/processes
• Client Experience
• Niche served
• The People you Serve. Your Ideal Client. Your
  Tribe
• Differences
• Your Focus. Your Remarkable Features.

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• What Brand do you want to be?

• Brand X Exceptional
• Brand R Remarkable

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Remarkable things get Remarked about
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ITS NOT ABOUT YOU
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ITS ABOUT THEM
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Two Personas
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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 beingvery
ready to articulate Your value Your brand
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Questions?

• pd_at_ci.com

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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.