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New Retirement Brand

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What we will discuss Debunking some myths First A brand is not just a logo This is not a brand Second A brand is not a personality A brand is not a product So What ... – PowerPoint PPT presentation

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Title: New Retirement Brand


1
Personal Branding for Financial Advisors
2
  • What we will discuss
  • A definition of brand
  • Why building a brand is important
  • A BRAND framework
  • Its not all about you

3
Debunking some myths
4
First
  • A brand is not just a logo

5
This is not a brand
6
(No Transcript)
7
(No Transcript)
8
Second
  • A brand is not a personality

9
  • A brand is not a product

10
So What Exactly is a Brand?
11
  • A brand is a persons gut feeling about a
    product, service, organization or an advisor

å
12
  • A brand is defined by individuals, not companies,
    market segments or audiences
  • It is a GUT FEELING because people are
  • emotional
  • intuitive
  • non-rational

13
ITS NOT WHAT YOU SAY IT IS
14
ITS WHAT THEY SAY IT IS
15
Personal Branding
  • Using a deep understanding of your unique gifts
    and distinct purpose to influence how you are
    perceived by others.

16
Why is Having A Brand So Important?
  • People have too many choices and too little time
  • Information consumes attention

17
A BRAND Framework
18
A BRAND Framework
19
A BRAND Framework
  • Biography and Business
  • You as a Person. Your Stories. Your Business

20
A BRAND Framework
  • Biography and Business
  • You as a Person. Your Stories. Your Business.
  • Reasons for what you do/how you act
  • Business Beliefs and Behaviours

21
A BRAND Framework
  • Biography and Business
  • You as a Person. Your Stories. Your Business.
  • Reasons for what you do/how you act
  • Business Beliefs and Behaviours
  • Actions you take/processes
  • Client Experience

22
A BRAND Framework
  • Biography and Business
  • You as a Person. Your Stories. Your Business.
  • Reasons for what you do/how you act
  • Business Beliefs and Behaviours
  • Actions you take/processes
  • Client Experience
  • Niche served
  • The People you Serve. Your Ideal Client. Your
    Tribe

23
A BRAND Framework
  • Biography and Business
  • You as a Person. Your Stories. Your Business.
  • Reasons for what you do/how you act
  • Business Beliefs and Behaviours
  • Actions you take/processes
  • Client Experience
  • Niche served
  • The People you Serve. Your Ideal Client. Your
    Tribe
  • Differences
  • Your Focus. Your Remarkable Features.

24
Biography Business
25
Biography
The authentic you
Unique history
Unique experiences
  • Unique gifts

26
Whole Person
Doug Towill
  • Personal Professional
  • 10 years as professional consultant
  • 14 years in investment mgt
  • Practice Management - not Product
  • Trends and Tools
  • Cutting edge communicated
  • Small town boy (born in Moosejaw)
  • Business junkie (Bcomm. MBA)
  • West Coast/Left Coast
  • Proud father of twin girls
  • Tons of travel love it

27
Tell Your Story
28
Stories Say A Lot About a Person
29
Business
  • What is the deep need that you satisfy?

What is the real value that you provide to the
clients?
30
  • What is your competence?
  • What are you really good at?
  • What are you the best at?

Personal BRAND Statement
31
Reasons
  • Business Beliefs
  • Behaviour/Actions

32
A deep search and fearless inventory
To answer two questions
  • What has your experience in this industry taught
    you?
  • How does it impact your behaviour and
    relationships?

33
We believe Therefore we
34
Your Business Beliefs
Business Belief 1
Business Belief 2
Business Belief 3
Behaviour 1
Behaviour 2
Behaviour 3
35
  • Choose 3 to 5 areas your business will NEVER
    compromise

36
Actions
Processes
Client Experience
37
Client Experience
38
Three Questions
  1. What experience do your clients want from their
    relationship with you?
  2. What are the major client touch points or
    activities?
  3. Do the activities provide real value and are they
    remarkable?

39
Customer Touchpoint Audit
40
Process - Example 1
41
Process - Example 2
42
Client Experience - Example 3
Annual review
Compatibility and priority Assessment
Worry-free Wealth Management
What is success?
Education and communication
Action plan
Strategy and implementation
43
Niche
44
Not your niche Their tribe
45
The End of Traditional Client Profiles/Categories
From
To
46
Becoming Part of the Tribe
  • Identify a specific group - Have they selected
    you?
  • Gain a deep understanding of their issues and
    needs.
  • Create an educational program
  • Locate the watering holes
  • Regular meetings
  • Common periodicals/publication
  • Their COIs
  • Their websites
  • Package your entire offering to be uniquely
    attractive to them

47
Differences
48
The three most important words in differentiating
your personal brand
49
Focus
50
Focus
51
Focus
52
Is This How Your Customers See You?
53
Problem
  • We are hard wired to protect us from too much
    information

54
Our brains are programmed to notice only whats
different
55
Solution
BE DIFFERENT
56
NO. REALLY DIFFERENT
57
A BRAND Framework
  • Biography and Business
  • You as a Person. Your Stories. Your Business.
  • Reasons for what you do/how you act
  • Business Beliefs and Behaviours
  • Actions you take/processes
  • Client Experience
  • Niche served
  • The People you Serve. Your Ideal Client. Your
    Tribe
  • Differences
  • Your Focus. Your Remarkable Features.

58
  • What Brand do you want to be?
  • Brand X Exceptional
  • Brand R Remarkable

59
Remarkable things get Remarked about
60
ITS NOT ABOUT YOU
61
ITS ABOUT THEM
62
Two Personas
63
80/20 RULE
64
80
Differentiate yourself by The questions you
ask The way you listen The relationships you build
65
20
Help the clients and prospects by beingvery
ready to articulate Your value Your brand
66
Questions?
  • pd_at_ci.com

67
www.ci.com/pd
68
Thank you
69
The information contained herein is qualified in
its entirety by reference to the detailed
information in the simplified prospectus of the
fund(s). CI Investments Inc. cannot accept any
responsibility for any loss arising from any use
of or reliance on this information. Commissions,
trailing commissions, management fees and
expenses all may be associated with mutual fund
investments. Please read the prospectus before
investing. Mutual funds are not guaranteed, their
values change frequently and past performance may
not be repeated.
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