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Have you seen the "Safe drivers save 40%" ad fromAllstate?  It's the one where the ad's spokesman walksinto a fast food restaurant and is recognized as acelebrity.  That never happens.  Years ago, Iheard an excellent trainer say: "When the top advisor in youroffice cold-calls someone, the person on the other end of the phonedoesn't say: 'It's their top advisor!  He's callingus."  They have no idea.  Your call and theircall get the same response.  Can branding help?

Let's approach it from a different direction.  VeuveClicquot is the favorite champagne of one of our friends. Everyone knows that.  When going to her house orcelebrating her birthday, everyone knows "When in doubt, bring abottle of Veuve Clicquot."  All the money the brand spendson ads in luxury magazines and sponsoring events helps my friendbuild her own brand in our little community.

You want to build your brand professionally.  It mightbe; "She helps people."  Maybe "She knows everyone worthknowing."  Perhaps "All the doctors in town knowher."  You want a message that precedes you, an easy onepeople can tell one another on your behalf.

Name Recognition + Benefits = Brand

You start by creating a brand.  Then you get the wordout.   It doesn't need to be incredibly unique. Many agents and advisors do similar things.  A West Coastadvisor said it well:

Take whatever makes you different.  State it as abenefit and present that as something that makes you stand apartfrom other advisors.

Here are examples of benefits you might bring to the table:

• You head a team (Value is seen in teams)
• You utilize financial planning so the client can see the wholepicture.  How do their current holding and new productswork together?
• You deliver a high degree of personal contact and service.
• Years in the business.  At the firm?  In thecity?  (Loyalty)
• How long have you been married?  How many children?(Stability)
• Educational credentials and professional certifications (Youare a professional)

The firm fits into the picture too:

• Size, financial stability, capitalization, rating agencyscores. (Bigger can be better.) Years in operation. (Stability)
• Awards won. (Third-party recognition.)

Your branding statement might work as an elevatorpitch.  A seminar speaker introduction. The answer to"What do you do?" at parties.  Here's an example:

• "I'm a business insurance specialist at (firm).  Myprimary focus is multiple physician practices in the Greater (city)area."
• Maybe that's not you.  You might be: "I'm a retirementplanning specialist at (firm).  I work with a small groupof successful business owners and families in the (city)area."

Getting the word out

The world needs to know what you do.  Your clients canbe your most effective advocates.  You might share thisstory with them when you conduct annual reviews of theirpolicies.

• With clients and friends, you might work in "When you tell yourfriends about me, what do you say that I do?"  After theyanswer, you can reword the definition along the desired lines.
• You have a print presence, of sorts.  It might be inletters you write or emails you send.  What will the firmallow you to put near your signature block?
• You have an enewsletter.  It's a good way to get yourstory out.
• You have a social media presence.  The firm hasrules.  You follow them.  Your posts and activityshould reinforce your branding.  "Here's how I helppeople."
• We will see people face to face once again.  Peoplewill ask: "How's business?"  Try framing itmentally as if they asked: "How have you helped someonetoday?"  Short, anonymous stories get the point acrossthat you help people with certain types of problems.

Everyone should do some form of branding.  Otherwise,you get lumped into the general population of people doing asimilar job.

Bryce Sanders ispresident of Perceptive Business Solutions Inc. He provides HNWclient acquisition training for the financial services industry.His book, "Captivating the Wealthy Investor" can be foundon Amazon.

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