If your marketing prepared them, your prospects will focus on details that set you apart and assign a brand that differentiates you from your competition. (Photo: Shutterstock)
At its core, marketing is about strengthening and communicating an organizational brand. Everyone has one; it's a matter of whether yours is intentional or accidental. While a brand is assigned by others based on their experiences, marketing is a chance to influence the brand.
Kevin Trokey is founding partner and coach at St. Louis-based Q4intelligence.
To further complicate things, brands are layered. You have a personal, organizational and industry brand. If a prospect doesn't know you personally, they'll assume you fit the image they have of your agency. If they don't know the agency, they'll assume you fit the image they have of the industry. Now, I love our industry, but I'm guessing very few of you want to accept the stereotypical label of being an insurance broker.
Tell them before you show them
If your marketing hasn't prepared prospects to look for examples of how you're different, they will come to the meeting assuming you are like every other broker. They'll look for anything that makes you look and sound like everyone else.
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