Written by Kronos Technologies on March 21, 2018
Over the past few weeks we’ve been looking at brand building best practices in the lead-up to our "How to Bring Visibility to Your Business" Best Practices Webinar with Sara Gilbert. This week we’re getting specific and tactical. Here are 8 ideas from great practitioners that you can use to set yourself apart in your market.
8 Brand Building Ideas
1. Tell your story
A great way to set yourself apart from your competitors is to harness something no one else can replicate—the power of your personal story. Take some time to think about why you got into the business, how you choose to work, who you work with, and why. Consider what motivates you and the moments that make it all worthwhile. Then, take every chance you can to tell that story—to clients, to family, to partners. Include plenty of personal detail and focus on the problems you solve.
Once you’ve mastered the delivery of your powerful narrative you can repurpose it in everything you do—it becomes your unique calling card. Reference it when you post on social media, create a marketing piece around it, consider shooting short videos that tell the tale. Look into creating case studies, blogs, even an eBook that promotes your journey.
2. Create an awesome onboarding package
Prospects and clients make decisions based on their confidence in you. Their confidence will be at its highest when they know what to expect going forward and have a clear picture of what it will be like to work with you.
A great way to clarify expectations and reduce client anxiety about the future is to create an onboarding package. Take some time to lay out all the steps in your process—from first contact to ongoing support. Be clear about what is involved in each step, when it will happen and what the outcome will be.
Create a professional document or even a small package that you can give to clients so they can refer to it as needed. This is a great way to demonstrate to them your mastery of your role. The package shows them that you are on top of all the aspects of the process—and that they are in good hands.
3. Checklists, quizzes, and surveys
These types of content are high-interest ways to get your prospects and clients engaged. Rather than just giving them something to read, you can use these tools to get them thinking. You can create simple questionnaires that cover anything from financial risk to home maintenance to diet and exercise—whatever most interests your clients.
Infographics tell a fun, enticing story in a memorable way. They are a ‘quick hit’ of information that prospects and clients can use in their everyday life. Infographics are an easy way to introduce new concepts to your market or to give your prospects a picture of how they compare to those around them. And they get shared a lot.
When it comes to getting your clients involved, choose one event you’d like to focus on, something likely to resonate with your market. Be specific about what you ask your clients to do to help. The best results often come, not from asking for donations, but for a little of your clients time. If they get involved in helping at an event, working with you to benefit others, they’ll feel more connected to you and the cause—which is good for all.
6. Advisory council
Setting up a panel of experts doesn’t have to be a difficult undertaking. Talk with other advisors you know who work in your market—lawyers, accountants, real estate agents—and see if you can put together a group of three or four who are willing to meet a couple of times a year to discuss issues relevant to your clients. As part of a panel of experts you will become known as a leader in your field.
7. "Friends with benefits"
These types of marketing campaigns encourage clients to join your social media groups in exchange for the chance to receive monthly benefits. The offers—chosen according to a draw—can be practical: like duct cleaning or furnace maintenance; fun, like winery tours or concert tickets; or aspirational, like art classes or charitable donations. The point is, they keep you in front of your clients, encourage them to participate in your community and reinforce that you understand the things that interest them.
8. Social Media Contests
Periodically ask your prospects and clients to submit their photos or videos in themed social media contests (pets and kids are perennial favorites.) The winner of the contest is chosen by asking viewers to vote for their favorites. This is a great way to get your clients to share your name and content with their networks as they attempt to win votes.
No matter which tactics you choose to build your brand the key to setting yourself apart is consistency. The best advisors choose a manageable handful of activities and focus on delivering them at a high level over the course of the year. It helps to have a calendar in place to keep you and your staff organized and on track. And use your CRM to automate the admin tasks that would otherwise slow you down.