Why

YOU?

Tony Vidler, CFP, CLU, ChFC

3,000 advertising messages per day

Play video: why chose you

...the road ahead...

What is a “brand”

How to build your brand

How to use your brand

Importance of “Brand” with Social MediaSocial Media Examiner noted that 72% of their clients reported closing more business as a result of social media efforts, and 52% reported increased lead generation results.

Brand awareness matters: brands in the initial-consideration set can be up to 3 times more likely to be purchased eventually than brands that aren't in it...

“Winning the Consumer Decision Journey”. McKinsey Report, by David Court

The Brand challenge for Professional Advisers

Being different...While fitting in!

When People think “Branding”...

What is a Brand?

USPUSP IdentityIdentity PositionPosition

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

Barack Obama

BRAND Obama?

Steve Jobs

Steve Jobs

Elle Macpherson

BRAND: Elle?

Peter Garrett

BRAND: Garrett

Julia Gillard

BRAND: Gillard?

Value proposition + Brand identity + Positioning = a “brand” Most advice businesses compete on “approximation” and “relationships”All financial advice businesses are approximately equal – to The Customer

...Until “relationships” come into the equation – this is a differentiator

Strategic Value

Proposition

Reduce below industry’s standard

Do somethingAbove the

industry’s standard

CreateWhat the industryHas never offered

EliminateIndustry takes

for granted

Your Business’ Brand Position

When

Business Brand

and

Personal Brand

do not mesh...the customer thinks...

Are you serious?In the absence of strong brand positioning the customer uses these decision making filters:

Price

Delivery – availability and convenience

Relationships

The Business Brand and YOUR Brand meet...

IdentityIdentity PositionPosition

Advocacy begins with familiarity

Why deal with 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 the essential ingredients of your value

proposition

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:  

   

   

   

EXAMPLE:

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!)

YOUR Proposition Checklist

A great value proposition:

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

Consistent imagery

Business cards:

Websites:

Brochures:

Video’s:

Presentation materials:

Front

Back

How will it look when Mum sees it on TV?

Brand Management is ethics in overalls

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...

Brand Positioning & Awareness

Does it work?

My Objective: 25 clients p.a.

I need: 200 “right” prospects

I have & am actively engaged with:

Newsletter: 1,400 prospects

Linked in: 1,400 prospects

Twitter: 1,900 prospects

Blog: 2,300 prospects

Best Estimate: 2,200 “right” prospects.

There is no prospecting problem.

Clarify your core offer

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 branding

Marketing the brand goes beyond just you & the customer

Customer benefit must be “outcome” focused

Engagement marketing is critical

Creating that buzz...

Personal Branding is about being different...While fitting in!

Your Influence is created by:

...which becomes your Brand

Your branding is the key driver behind why customers would choose you.

Your Value Proposition is the power within the brand.