Customized One-on-One Business Coaching for Financial Advisors
Thinking About a New Company Name?
Thursday, November 21, 2019
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.
Finishing The Year Strong. It's Not Too Late To Amplify Results!
It’s hard to believe we’re already at the end of September and the end of the third business quarter as well. A common theme for September is that it offers a fresh perspective - or a “new year”. Everyone is back from summer holidays, the kids are back to school, and it’s time to reflect on how the year has gone, and how you want it to end.
So, how are you doing? This question can be daunting for most advisors to answer because, even if one aspect of your business is thriving, there could be other factors that are demanding your attention and pulling you away from your preferred focus. Also, if we’re frank, most advisors don’t spend enough time working on their business to develop systems for a routine review and to strategize for the future. This realization means you are not equipped to overcome unexpected challenges causing business growth to stall. It can also lead to frustration, stress, and stagnation. Look at the visual below and apply it to your business. Where are you on the S-curve? If you are reaching a breaking point, it could be time to implement something different that will burst you through that ceiling and start you on a new S-curve.
Wait, where’s the “Staples button” because if only it were that easy. When you hire someone new or install new technology or change a process, you trust that it will make a difference. However, it may be little more than a leap of faith unless you accompany it with talent, procedures, or coaching to support the leap to the next growth curve.
So what can be done right now to end the year on a high note? At this late stage, less is more. The best course of action is to reflect on the goals you set at the beginning of the year. Are there any that you identified as integral to the success of the business that are still incomplete? What are your team’s views? Have they identified any items that require your immediate attention? Now is the time to narrow your focus to the critical elements of your original plan. Pick one or two top priorities and implement the necessary changes. Moreover, remember that effective collaboration produces results that are greater than each individual’s contribution. This rule applies to whether you build your team internally or create a virtual team of external resources. There is still time to amplify your results for 2019.
“It is not the strongest or the most intelligent who will survive but those who can best manage change.”
Are you looking to grow your business? Save the date for our Generator Event! Tuesday November 26, 2019
If you want to grow your advisory business, get this 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 here: www.tpcgenerator.ca.
Alison Ottewell is helping advisors to connect and have an online presence.
Digital shouldn't be daunting! Creating a digital Marketing Strategy that works with your business is realistic and achievable. Engaging videos, compelling blogs and Social Media success is within your reach. Connect with Alison today at email@example.com.
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:
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.