Advisor branding

[Cache #260]

All advisors think they are different. But the reality is that most have positioned themselves in, and are communicating in, a way that is generic – and don’t realize it. Therefore, they are not attracting nearly the number of great referrals they seek, and they don’t know why.

They are generic because they have one of – and probably all of – The Four Advisor Problems:

THE FOUR ADVISOR PROBLEMS

1. Saying the same thing
   – They sound just like every other advisor.
2. Saying *what* they do, instead of *why* they do it
   – They think they have a unique offer – but alas, are not expressing it.
3. Looking Low Net Worth
   – Their brand looks much more random than they realize.
4. Being Brand Blind
   – They are largely unaware that they have problems 1-3. This, by the way, is normal.

THE BRANDED ADVISOR

The Branded Advisor, on the other hand, lives in a different, referral-rich universe.

They:

1. Express their unique gift
   – Because they have done the (surprisingly easy) work to figure it out.
2. Talk about *why* they do what they do
   – Based upon their one-of-a-kind origin story.
3. Look High Net Worth
   – They look and sound polished, appropriate to the pond in which they swim.
4. Are Brand Aware
   – They have an expert *interpret* what they see in the mirror.

BECOMING BRANDED

How to cross the chasm, become a Branded Advisor, and attract more and better referrals?

You solve the Four Advisor Problems by defining your unique brand — in a way that is actually different — and then using it as the foundation for everything you do.

In other words, you do it by defining your Brand Foundation:

• Core purpose — why you do what you do, instead of merely what you do.
• Position — how you are genuinely different from other advisors.
• Character — how your brand acts, sounds and looks.
• Reasons to believe — the proof that you are every bit as exceptional as your brand says you are.

Then, use your Brand Foundation to guide everything you ever do or say – so the world will understand just how different and valuable you are.

HOW TO GET MORE REFERRALS
In my online course, Attract for Advisors™, I personally show you, step by step, how to define your one-of-a-kind brand in a Brand Foundation and communicate it to the world — so you can solve the Four Advisor Problems and attract more of the referrals, clients, employees, strategic partners and other opportunities you seek.

👉Learn more about the course, including by taking my free Masterclass, by clicking here.

Don’t be a stick figure.

—

I, not AI, wrote this.

Andris Pone, BA, MBA
President
Coin Branding Inc.
andris@coinbranding.com
1 416 560 0928
www.coinbranding.com