Advisor.ca | How to Create Your Brand
How would you describe yourself?
Whatever your personal traits are, they’re the main reason clients deal with you.
Yet advisors tend to define their value as the services they offer, rather than their experiences and expertise.
Instead, use branding to communicate your personal values and skills to clients. For instance, you may love water sports and have special knowledge of marine insurance options, or you may have set up multiple complex RESPs because you’re a parent.
When developing your brand, consider your distinctive traits: how you built your career; awards you’ve won; family values; ethnic background; community involvement and religious beliefs.
You’ll also want to talk to your best clients about why they value your services. To get honest answers, use a third party to conduct interviews or a survey. That third party could be your business coach or another person in your office. Advisors who conduct face-to-face interviews find clients are sometimes unwilling to share all the details.