advisor use only maximize business success with personal branding
TRANSCRIPT
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Maximize Business Success with Personal Branding
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Business Building
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Agenda
Personal Branding
Defining Your Brand
Identifying Your Uniqueness
Measuring Success
Living Your Brand
Conclusion
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Personal Branding
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““A brand is an identifying mark, unique quality, or promise of value
What’s in a Brand?
((Source: Arruda, William. (2001). “A brand as unique as you are”, www.americanhomespun.com
- William Amuda
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What is Personal Branding?
Your personal brand will:
Distinguish you from the competition
Reflect your values, personality, talent and skill set
Increase your credibility
Establish your expertise, authority and value
Attract your ideal clients effortlessly
Source: Green, Krista. (2004). Get Noticed, Be Remembered: Creating a Personal Brand Strategy for Success. Merack Publishing.
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Personal Branding
Tailor and target your efforts towards a specific,
receptive audience
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Personal Branding
Define yourself don’t let others
define you
Oprah WinfreyOprah Winfrey Richard BransonRichard Branson Donald TrumpDonald Trump
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Personal Branding
Clarity
Consistency
Authenticity
Three indispensable elements to any personal brand are:
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Defining Your Brand
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Impressions
You only have one chance to make a first impression
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Impressions
The key is identifying existing impressions and shaping them to match the image
Source: Montoya, Peter. “What is Personal Branding?”, www.petermontoya.com
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Define Your Vision and Purpose
Creating Your Brand
To uncover your personal brand…
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Vision and Purpose
VisionThe possibilities that you see for the world
PurposeHow you support that vision
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Define Your Values and Passions
Defining Your Brand
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Evaluate the Competitive Landscape
Defining Your Brand
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Identify Your Target Audience
Defining Your Brand
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Defining Your Brand
Peter Montoya’s Eight Laws
1. Specialization
2. Leadership
3. Personality
4. Distinctiveness
5. Visibility
6. Unity
7. Persistence
8. Goodwill
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1
Montoya’s Eight Laws
LawSpecialization
Choose a core strength, talent or achievement that sets you apart,
such as a personality trait or business practice
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2
Montoya’s Eight Laws
Law Leadership
Become an authority by developing your expertise by:
Advertising your education, certifications, and experience
Volunteering to write articles for your local newspaper or magazine
Contributing to an advice column
Making yourself available to be quoted
Hosting seminars and workshops
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3LawPersonality
Highlight your people skills, positive attitude and authenticity by finding
stories that illustrate what kind of person you are
Montoya’s Eight Laws
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4LawDistinctiveness
Broadcast your personal brand in a distinctive way such as getting involved
in your community charities
Montoya’s Eight Laws
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5LawVisibility
Market your brand in a way that imprints it in your client’s consciousness such as having distinctive office signage, logo,
Web site, advertisements, etc.
Montoya’s Eight Laws
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6Law Unity
Adhere to your morals, values, and behaviours in public
and private
Montoya’s Eight Laws
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7LawPersistence
Be constant and consistent in promoting your brand
Montoya’s Eight Laws
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8LawGoodwill
Be honest, unselfish and respectful
Montoya’s Eight Laws
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Identifying Your Uniqueness
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Brand-Defining Stories
Determine a core group of stories, and use them to distinguish yourself, illustrate your ideas, build relationships, and make a great first impression.
For example, Mario Lemieux’s personal brand is a tough and determined hockey player, who could return from adversity
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Business Philosophy
Steps to creating a business philosophy:
1. Consider your motivations for became an advisor and how you define your role
2. Develop a statement outlining your beliefs, priorities, and goals
3. Include your philosophy in your business plan
4. Revisit your philosophy regularly to ensure compliance
An Investment Policy Statement and Client Service Agreement is a good way to convey your
business philosophy
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Communication Style
It is imperative to project the proper image, and everything from your appearance, stationery, business card, office, and communication style, should reflect your vision, purpose, values and passion.
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Specialization Statement
A specialized statement is a sentence that sums up what you do and for who
Examples:“I am an estate planning specialist for clients with a net worth over $1 million.”
“I specialize in developing customized investment planning strategies for physicians.”
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Measuring Success
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Determine What Others Think
About You
Measuring Your Success
((Source: “i-dentified.com a brand as unique as you are”, www.americanhomespun.com
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Client Experience
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Do they feel rushed or confused during client meetings?
Are they satisfied with recommended investment strategies, product range, or services offered?
Do they find your newsletter helpful?
Would they be willing to attend seminars?
What other services do they like?
Client Experience
Questions to get a better sense of how your clients feel and identify areas for improvement include:
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Business Results
Consider these questions: How many referrals are you getting?
Do you feel comfortable enough to have an active referral program?
If you answer “lots” and “absolutely”, then you have a powerful brand.
Dave Pickett says that branding success can be measured by the extent to which you are referable.
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Living Your Brand
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Office Environment
Create a Pleasant Office Atmosphere
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Employee Involvement
Hosting sessions to discuss branding strategies and initiatives
Creating an internal newsletter or intranet site to provide strategy updates and success stories
Offering incentives for brand-building contributions
Providing bonuses for employee’s who successfully embody your brand’s key attributes
Encourage your employees to become involved by…
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Standardize and Personalize
Using an appropriate greeting consistently
Responding to telephone and e-mail requests promptly
Refraining from typing on the keyboard while the client is talking, especially on the phone
Limiting unrelated interaction with other staff while speaking with clients
Capturing information the first time it is provided by the client
Establish office guidelines to ensure consistency and efficiency such as:
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Standardize and Personalize
Greeting clients by name
Providing refreshment preferences
Offering a token gift of appreciation
Personalize your client’s experience through words and actions such as:
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Eliminate White Spaces
For a pricey restaurant in the financial district, filling in the “white spaces” with service may include:
This would reinforce an “attention to detail” focused brand image
Providing a reservation confirmation call
Faxing a copy of daily specials
E-mailing a parking voucher
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Stay True to Your “Story”
Reinforcement is the secret to a truly
powerful personal brand
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Going Public
Once your staff is motivated to promote your brand, start expanding your community profile
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Conclusion
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Conclusion
Remaining competitive may require change
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Begin by Changing Today
Determine what others think of you
Define values and purpose
Develop a mission statement
Determine business philosophy (Investment Policy Statement and Client Service Agreement)
Spread the word to staff, clients, and the community
Conclusion
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Conclusion
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The information contained in this presentation has been provided by TD Asset Management Inc. (“TDAM”) and has been prepared for information purposes only. The information has been drawn from sources believed to be reliable, but the accuracy or completeness of the information is not guaranteed, nor in providing it does The Toronto-Dominion Bank, its affiliates, subsidiaries or related entities, nor TDAM, assume responsibility or liability for any errors or omissions in the information or for any losses or damage suffered.
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