Branding creates identity and distinctiveness. It creates awareness of you, your services and your practice and puts you “out there.” But, is it for you? Are you a “transaction-oriented” financial advisor or do you value service above sale and truly feel for your client and offer comprehensive planning first, knowing you will get compensated later?
If you are the latter, then branding or personal and business exposure is essential to a successful practice. Our objective is to reach more people and provide information. This is called “building a brand.”
So, how do you brand yourself and let your identity be recognized? Do you have the financial resources to do so through various means and media outlets or are you lacking finances right now or just starting out in our industry?
If you are the latter, then you need to be especially creative. Consider contacting the directors of your local councils of aging (in every community) and introduce yourself and your services. Offer to give an information-only financial workshop for their members. The council will advertise for you and provide their facility as your venue. Granted, you cannot control the quality or the asset level of the participants– but, it doesn’t cost you anything but a bit of your time and you are likely to develop several qualified people who do want to see you after the workshop!
Now, you start to develop yourself as a local, knowledgeable resource within your community; you have started to brand yourself! Additionally, you can offer weekly office hours at each council and further create your go-to resource identity.
Are you adept at writing? Write a captivating, informative, timely article for a local newspaper. With all the changes regarding taxes, IRAs and with the economic uncertainty and market volatility, you can offer safe harbor strategies and concepts and continue the branding process and the recognition that you are knowledgeable and the “safe money person” in your area. Now, you have been branded as a published author, adding to your distinctiveness.