This is the Powerpoint version of the presentation on personal branding and value proposition creation for financial advisers (Slideshare do not host Prezi presentations sorry folks)

1. Why
YOU?
Tony Vidler, CFP, CLU, ChFC

2. 3,000 advertising messages per day

3. Play video: why chose you

4. ...the road ahead...
What is a
“brand”
How to
build
your
brand
How to
use your
brand

5. Importance of “Brand” with Social Media
Social Media Examiner
noted that 72% of their
clients reported closing
more business as a
result of social media
efforts, and 52%
reported increased lead
generation results.
Brand awareness
matters: brands in the
initial-consideration set
can be up to 3 times
more likely to be
purchased eventually
than brands that aren't
in it...
“Winning the Consumer Decision
Journey”. McKinsey Report, by
David Court

7. The Brand challenge for Professional Advisers
Being
different...
While fitting in!

8. When People think “Branding”...

9. What is a Brand?
USPUSP IdentityIdentity PositionPosition

14. Your Brand
...is what people believe about you...

16. Barack Obama

17. BRAND Obama?

18. Steve Jobs

19. Steve Jobs

20. Elle Macpherson

21. BRAND: Elle?

22. PeterGarrett

23. BRAND: Garrett

24. Julia Gillard

25. BRAND: Gillard?

29. Value proposition + Brand identity +
Positioning = a “brand”
Mo st advice busine sse s co m pe te o n “appro xim atio n”
and “re latio nships”
All financial advice businesses are approximately
equal – to The Customer
...Until “relationships” come into the equation – this is
a differentiator

30. Strategic
Value
Proposition
Reduce below
industry’s standard
Do something
Above the
industry’s standard
Create
What the industry
Has never offered
Eliminate
Industry takes
for granted
Your
Business’
Brand
Position

31. When
Business Brand
and
Personal Brand
do not mesh...the
customer thinks...

32. Are you serious?
In the abse nce of strong
brand positioning the
customer uses these
decision making filters:
Price
Delivery – availability and
convenience
Relationships

33. The Business Brand and YOURBrand meet...
IdentityIdentity PositionPosition

34. Advocacy begins with familiarity

36. Why deal with
you?
You have to know:
1.Why are you so special?
2.Who are you targeting?
1.Why should they deal
with you?
These are the essential
ingredients of your value
proposition

37. Unique Selling Proposition Worksheet how to say......My Brilliance! + My Passion! = YOUR gain
What do you do? How would a customer describe what you do?
Customer's Alternatives Why would a potential customer choose your competitors in lieu of you?
The IDEAL Client is: A "Good" Client is:
Your Key Differentiators for the IDEAL client are: Your Key Differentiators for a Good client are:
KEY Value to the customer? KEY Value to the customer?
Secondary Value to the customer? Secondary Value to the customer
THE Essential Value Proposition
what makes me unique...
what I do to create value...
how the customer benefits from that....
YOUR Unique Selling Proposition is therefore:

38. EXAMPLE:
Adviser to the Advice Industry
(is a positioning statement)
I get my customers more customers
(is the value proposition)
My service is unique and advisers love it, as they get practical
tools and help that they can use easily and quickly to remove
risks from their business, and create new business
opportunities. The key benefits are advisers have safer and
easier businesses to run, that make more money for them
and grow in value.
(It may not be great, but it seems to work!)

39. YOURProposition Checklist
Ag re at value pro po sitio n:
Defines what you DO
Is different to competitors
Creates interest, or intrigue
Is strong and confident
Is about an outcome
Uses simple language
Is succinct
Is convincing – because
YOU believe it

40. Consistent
imagery
Business
cards:
Websites:
Brochures:
Video’s:
Presentation materials:
Front
Back

41. How will it lookwhen Mumsees it on TV?
Brand Management is ethics in overalls

42. Your Behavior is what gets you in.
Or OUT.

44. The Strategy
 Marketing systems feed the funnel
 Website is the core of the content
marketing, or engagement, strategy
 Social media feeds the funnel, AND,
produces content and traffic to the
website and blog.
 Email, e-zines & social media
provide ongoing engagement; and
deliver content.
 When they have an itch, they know I
am the scratcher
 When they have an itch...the sales
process begins A CLIENT (SALE) RESULTS

45. Getting attraction...and traction...

46. Brand Positioning & Awareness

47. Does it work?
My Objective: 25 clients p.a.
I need: 200 “right” prospects
I have & am actively engaged with:
Newsletter: 1,400 prospects
Linked in: 1,400 prospects
Twitter: 1,900 prospects
Blog: 2,300 prospects
Best Estimate: 2,200 “right”
prospects.
There is no prospecting problem.

48.  Clarify your core offer
 Know your target market
 Know how they benefit from you
 Put that into a “value proposition”
 Work out where they are, or are going
to be, and be there.
 Your value proposition HAS to fit with
the overall business branding
 Marketing the brand goes beyond just
you & the customer
 Customer benefit must be “outcome”
focused
 Engagement marketing is critical
Creating that buzz...

49. Personal
Branding is
about being
different...
While fitting in!

50. Your Influence is created by:
...which becomes
your Brand

51. Yourbranding is the key driverbehind why
customers would choose you.
Your Value Proposition is the power within the brand.