To build success as an advisor, people first have to know about you and know what you have to offer. You need to identify your professional brand. This is the first step in making a name for yourself and building recognition in your community. Use this mini questionnaire from The Arrow, a Mutual of Omaha blog, to help identify your own professional brand.

Your mission: Aka your elevator speech. In a couple of sentences, explain your role as a financial advisor. How do you help people? What qualities do you offer no one else can?

Example: I’m a caring and knowledgeable financial advisor who is passionate about helping clients build wealth and create successful retirement outcomes.

Personal information: Make a list of the qualities, interests and hobbies that make you “you.” Be honest and specific. Explain how these qualities and attributes can benefit your clients and help you grow your business.

Example: As a husband and father, I can relate to other families’ needs and desires for the future. My problem-solving skills help me dig deep to uncover clients’ needs and suggest solutions to take care of those needs. As a result, I do more cross selling and get more referrals.

Professional information: List your professional accomplishments and goals.

Example: Accomplishments: Financial advisor for five years. Obtained Series 6 license and ChFC designation. Working on “xyz” designation.

Example: Professional Goal: To continue to build a successful practice with 30 “A” clients and 200 total clients within five years.

Your unique value proposition: Challenge the competition in the retirement market by creating your unique value proposition, which answers the question: “Why should a client hire you?” Read part two next week to find out more about discovering your value proposition.

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