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Getting Creative in 2021

We asked our Brand & Marketing Team what advisors should be doing in 2021...

 

Branding Tips

Fortunato Restagno, Brand Coach


Many advisory firms have great brand and marketing ideas but they forget about one critical ingredient before getting started - their compelling story. As an advisor, your story is the one thing that is unforgettable. Without it, it's easy for people to forget why you are different than other advisors.

A compelling story will flow through your brand and touchpoints effortlessly and bring your corporate identity together. The challenge is figuring out what your unique story is. Think about your childhood, your adolescence, the beginning of your career, important people in your life, hobbies and interests. If you have a team, work on this together and see if there are any similar themes that come to the surface. Write down any noteworthy events that you feel have had an impact on who you are today and why you are an advisor. Don't be afraid to share this story with your clients. It makes you human and relatable.

 

Marketing Tips

Heather Amlin, Marketing Coach


Having a TouchPoint Strategy and Implementation Plan is essential once you have created your new Brand or have decided to re-fresh your marketing materials. There are a few key points to consider:

You need to understand how to reach your ideal clients and/or target your ideal prospects when considering your marketing materials (TouchPoints). Many of your clients may be tech savvy and appreciate your online presence - virtual meeting PowerPoint presentations, online appointment software and e-newsletters. However, many advisors have clients that are not on the computer and would benefit from physical paper documents like brochures and on brand client report templates. You need to know your audience.

The people in your target area should know who you are, what you do, and how you support your community. Having a marketing strategy outlining where to advertise and how to keep top of mind with your clients and prospects is important. It might be something as simple as your name, logo, slogan, and descriptor appearing as a banner ad in the local newspaper, a 10 second ad on your local radio station, or sending a unique, on brand Thanksgiving card to clients in October.

 

Digital Marketing Tips

Kelly Maxwell, Content Creator & Digital Marketing Coach


If you have developed your strategy and have concluded that digital marketing is an important part, consider the following:

Most TouchPoints you create can have a digital aspect to them - online brochure, newsletter or greeting card so developing a digital version can broaden your reach. 

We have also seen many advisors revamp their websites to better reflect their brand, values, philosophies and to provide more resources and easier online communication. E-newsletters and social media communication are also popular, especially now when face-to-face interaction is limited. If you don’t like writing content, share third party content or try short videos on your phone/virtual meeting software. It's easy for advisors and small businesses to get overwhelmed with what to do. Take one step at a time and stick to the plan!

 

Good luck and if you need help getting started,

 

 

For more tips, check out this 2-minute video:

4 Critical Steps to Brand and Market Your Business. 

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Thinking About a New Company Name?

William Shakespeare penned, “What’s in a name? That which we call a rose by any other name would smell as sweet” – but would it be as memorable? We’ve had the opportunity and pleasure to help advisory firms across Canada develop compelling brands and company names. Here we share some tips to help you establish a company name that is both personal to you and memorable to others.

 

Apple, Nike, Mercedes, Amazon, and Google;  these names appear to have nothing to do with the type of business they are in, yet these companies are incredibly successful and are household names. As Sasha Stauss, brand strategist, explains, “Successful businesses are not selling a service they are selling an experience, a sensation, a focused promise, and most of all, a story.” Even if the product or service, like Apple or Mercedes, is expensive, the company will still be very profitable. What makes them successful? For starters, they are entirely in control of how they want you to think.

 

For example, Apple clients believe they are unique and think differently outside of the norm. Mercedes owners believe they perceived as elegant and successful. Even if the car or the phone (remember the iPhone battery debate?) had a reputation for consumer concerns, we would value the brand over any misgivings. As humans, we want to be a part of something that makes us feel good about ourselves.

 

So how do you go about creating a name for your firm? Do not try to explain everything in a company name. A company name is one part of your brand, just as your logo and slogan are elements that serve a specific purpose within your communication strategy. 

 

Be unreasonable in your creative process. Pick a thing, an object, or a feeling that will connect your ideal clients to your promise. A few of the company names we’ve developed for Financial Advisors are Blue Whale, Aurora, Gallery, Arrival, Framework, Forté. These (like Apple, Nike) having nothing to do with industry, but everything with reflecting the team inside the name.

 

Don’t be hesitant to pick a name that supports a theme and uses analogies. A past client, Framework Financial, purchased a custom-designed wire sculpture they call the Vision Frame. They use it to communicate their value. It encompasses both theme cohesion and has a local community feel, which reflects the hometown pride that resonates with clients. 

 

An impactful company name is simply a recognizable or interesting word that sticks in our minds. This is magnified if the name reflects the personality of your business. Reg from Gallery Wealth Management has a passion for nature photography, and since most of his client’s come to his office, they converted it into a photo gallery. When clients arrive, they become part of the brand and culture. How do you think this will positively impact the meeting?

 

Your company name should engage clients to FEEL they are part of something beyond just providing a service.

 

To learn more about branding, go to MasterPoint.ca.

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Branding that resonates

 
Want to Stand Out in a Crowded Market? Maybe it's Time for a Brand Strategy.

 

Now that summer is here, you may have some extra time to review your brand and see if any enhancements could be made. Do you think your brand communicates what makes your business unique? 

 

Remember, you want to be your clients' and prospects' only choice. A unique brand that encompasses your business values and the overall client experience helps to ensure that your messaging will set you a part from the rest. 

 

As we have always said at The Personal Coach, branding is much more than simply your marketing materials. It is integrated into every aspect of your business and affects how you communicate and do business. It helps you maintain a consistent message, strong reputation and gives people a good understanding of what they can expect when working with you.

 

You can however, do a preliminary review of the quality of your brand by going over your marketing materials or "TouchPoints." 

 

1. Business name - your business name should be interesting and communicate what you provide in an intriguing way, leaving people wanting to ask more questions. 

2. Slogan - do you have a catchphrase and if so, is it memorable?

3. Descriptor - this should clearly state what your business provides and for you?

4. Logo - this symbol should connect the message between your name, slogan and descriptor as well as spark interest through imagery.

5. Stationery - does the font, design and layout align with your brand message?

6. Greeting - answering the phone, meeting face-to-face and email communications, do your client interactions exemplify your business values and are they consistent across the team?

7. Website - Does the design match your brand? Is the text clean and concise with a strong call to action? Do you feel proud to show people your website? 

Enhancing just a few of these items can make a big difference in your overall brand. If you find you don't have a brand or your brand isn't consistent across marketing materials, or doesn't truly feel aligned with what you and your business are all about, do not hesitate to reach out.

 

First, comes the brand identity and then comes marketing materials you can be proud of! To learn more, let's pencil you in with our Brand Coach, Fortunato Restagno. Happy Planning!

 

Fortunato Restagno., Brand Coach

T: 519-576-2262 X4
E: fort@thepersonalcoach.ca

 

If you want to grow your advisory business, mark our workshop date in your calendar!

Tuesday November 26, 2019, Cambridge ON

This TPC event is for advisors looking to grow their business, double their revenues and achieve time and money freedom. Full event details and sign up information can be found here: www.tpcgenerator.ca.

 

Kim Poulin is helping teams, of all sizes in all industries, empower their people to engage, connect, and thrive in the workplace. 

Start your organization on the path to personalized insight and cultural change today. Join us in our belief that an organization’s true potential lies within its people. Learn more details about building your team effectiveness and productivity at the website: kimpoulin.com. 

 

Welcome Sue Block, Administrative Assistant

We are excited to have Sue join The Personal Coach team. Sue has valuable industry experience including time at both Manulife Financial and Arca Financial Group. Having worked with several of our team members in her prior roles, we know firsthand the professionalism and quality of work that Sue brings to the table. We look forward to her supporting our team and our clients. 

 

Welcome Alison Ottewell, Marketing Coach

Alison joined our team backed by 10 years of marketing experience - 8 of those focused in the financial services industry. Alison has the skills to build a tailored and impactful marketing strategy that will work for advisors. She has helped advisors coast to coast build marketing strategies that are clear, realistic and work with their team’s capacity and budget. We are happy to have Alison on board.

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Creating Podcasts

IS IT WORTH IT?

 

Are you an advisor who sees the value in podcasts? Are you wondering if creating podcasts is worth your time and effort? Podcasts are an inexpensive way to position your business and add value.

 

For the technically disinclined, a podcast is an episodic series of digital audio or video, which a user can download to listen to. If you are already creating content for a newsletter or e-campaign, or have hired The Personal Coach to create content for you, why not summarize your written communications in a podcast.


Consider this before doing so:


1. Compliance


Check your dealer’s compliance regulations. Some may have specific guidelines and others may not allow it.


2. Ideal Client


Will a podcast be valued and listened to by your ideal clients? Age, region, occupation and psychographics play a major part in what works and what doesn’t when it comes to your marketing strategies.


3. Hire a Social Media Expert


You may wish to hire a social media expert who has the ability to effectively share your podcast with your network. Send your podcast to your clients, centres of influence and prospects.


4. Compelling and Engaging Content


Your podcast should be educational and help position you as the expert. Avoid bragging or directly selling your services. Any tips or ideas you share should be followed with a sample client story that will resonate with listeners.


5. Other Tips


Have a catchy intro piece with music. Use your slogan if you have one. Use a novel strategy - create curiosity, develop your characters, have a climax and a memorable ending. Make sure your microphone is clear.

 

To learn more about this and other marketing strategies, please contact us at confidence@thepersonalcoach.ca.

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Contributors

Kim Poulin, Business Coach
6
April 16, 2021
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Kelly Maxwell, Marketing Specialist
13
February 19, 2021
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April-Lynn Levitt, Business Coach
8
February 9, 2021
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Fortunato Restagno, Brand Coach
4
January 25, 2021
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Patricia Giesbrecht, Business Coach
4
December 10, 2020
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Afsar Shah, Business & Regulatory Coach
7
May 12, 2020
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Bob King, Business Coach
1
August 30, 2019
show Bob's posts
Heather Amlin, Operations & Efficiencies Coach
1
June 17, 2019
show Heather's posts
Art Schooley, Business Coach
1
June 17, 2019
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