5 Questions to Ask When Building Your Brand

#WRITEtoSuccess
www.dunhillinsurance.com | info@dunhillinsurance.com
(800) 659-1349 | 2635 Camino Del Rio South, Ste. 210
San Diego, CA. 92108

YOU’RE ALREADY BUILDING YOUR BRAND…
• Whether you realize it or not, you have been building
your brand ever since you went into business.
• You may have done it deliberately with a well-defined
process.
• You may have developed your brand by doing exactly
what someone else told you to do.
• Or, you may have just worked hard and let the brand
develop spontaneously on its own.
• EITHER WAY, YOU HAVE A BRAND.

WHAT IS A BRAND?
• In short, it is the image you have projected to the people you hope to do
business with.
• Your brand is what connects you with people.
• It determines whether prospects will take the next step with you.
• The closer the brand represents the genuine you, the more likely others
will be drawn to your services
• They want to know YOU, not who you are trying to be.

1. Why do you do what you do?
2. What do you do?
3. Who are you doing it for?
4. How do you want people to feel when they hear
your name (or company’s name)?
5. What do you hope people will say about you?
5 KEY QUESTIONS

• There is a compelling reason
why you chose the career
path you are committed to.
• This motivation drives you
forward, keeps you
dreaming, and brings a
sense of personal fulfillment
every time you accomplish
something that gives
expression to this passion.
1. WHY DO YOU DO WHAT YOU DO?
(VISION STATEMENT)

• If you can put this motivation into
words, you have identified your
vision statement. In most cases,
this statement will be simple and
succinct.
• Very few of us are motivated by
complicated explanations or
intricate plans. Our hearts are
awakened by a cause or impact
that feels exciting to us.
(VISION STATEMENT)

(VISION STATEMENT)
Consider these 2 Vision Statements:
JetBlue Airways: “We are dedicated to bringing humanity
back to air travel.”
Coca-Cola: “To inspire moments of optimism and uplift.”

(VISION STATEMENT)
You don’t have to be big, however, to have a compelling vision
statement. The following were written by small to medium sized
business leaders:
• “Help people enjoy life for their whole life.”
• “Be the most powerful force in my industry.”
• “Be a financial advisor people can trust.”
• “Put the Fun back in Retirement Funding.”
• “Surprise people with solutions on a regular basis.”
• Help as many people as possible grow into their most important
relationships.”

2. WHAT DO YOU DO?
(MISSION STATEMENT)
• In developing your brand, it is
not enough to simply be
inspiring.
• You have to identify the
products and services you are
offering in order to have the
impact you are hoping for.
• You don’t work in a vacuum
where you get to just dream
about ideas and how you are
perceived.
• You have a chosen pursuit that
puts your passion into action.

3. WHO ARE YOU DOING IT FOR?
• You have an audience.
• It has often been said,
“You are looking for the
people who are looking
for you.”
• To say that you are
offering your services to
all people everywhere
may sound ambitious to
you, but it is not realistic.
• Your audience has
certain, predictable
characteristics that help
you connect with them.

3. WHO ARE YOU DOING IT FOR?
• What age are they?
• What is their yearly salary?
• What type of neighborhood
do they live in?
• What is their educational
level?
• How do they dress?
• What are their hobbies?
• How active are they with
computers, smart phones, and
social media?
• What social circles do they
hang out in?

4. HOW DO YOU WANT PEOPLE TO FEEL
WHEN THEY HEAR YOUR NAME (OR
COMPANY’S NAME)?
• When people have a favorable
emotional response to you and
your brand, they will trust you at
a higher level, even if they aren’t
sure exactly why.
• This happens because they share,
in some way, the same approach
to life as you. Their temperament
and life experiences are similar
enough to yours that they feel an
emotional connection with you
and your message.

COMPANY’S NAME)?
• People are complex
individuals who balance
their intellect, emotions,
and will on a daily basis.
• As a result, you want your
brand to cause people to
“feel something,” as well
as inform them and call
them to action.

Review the list on the next
slide and ask which of these
emotional responses do you
hope people experience
when they hear about your
business?
COMPANY’S NAME)?

• Happy
• Confident
• Relieved
• Intelligent
• Courageous
• Calm
• Amused
• Energized
• Curious
• Empowered
• Admiration
• Urgent
• Anticipation
• Surprise
• Tension
• Anxious
• Envy
• Anger (not at you,
of course)
COMPANY’S NAME)?

5. WHAT DO YOU HOPE PEOPLE WILL SAY
ABOUT YOU?
• Your best marketing is word of mouth.
• When one person tells another person
about you, the message sticks.
• You want to harness the power of the
public by anticipating what they will
say and feeding them ideas of how they
can communicate your value to others.
• This is one of the reasons
endorsements and testimonials can
help. They plant the seed for what you
hope people will say to their friends.

5. WHAT DO YOU HOPE PEOPLE WILL SAY
ABOUT YOU?
Here are a few examples of what you might want people to say about you:
• “They are really smart.”
• “They are always honest, even when they can’t
help.”
• “They fill the room whenever they enter.”
• “They are empowering.”
• “They solve problems.”
• “They are fun.”
• “I can trust them.”
• “They made my needs more important than
their business.”
• “That is the most helpful person I have ever
met.”
• “They are important.”
• “They are true professionals.”
• “They get results.”

TAKE A BREAK
• Determining your brand is not
intellectually difficult because
you know yourself better than
anyone else on earth.
• It is, however, emotionally
challenging, because
identifying your brand
eliminates your excuses.
• If you know who you are, what
you do, why you do it, and who
your clients are, you have
created a mandate for building
a business and working hard to
accomplish your goals.

TAKE A BREAK
• Give yourself a few days to
get used to your answers.
Share them with family
members or close friends
and see how they respond.
• Then come back and work on
them again.
• Rewrite the ones you aren’t
satisfied with and affirm the
ones that resonate with you.

BE THE REAL DEAL
• Your brand is not
something you create. It
is something you
discover. It is who you
are.
• Putting your brand in words
and representing it visually
raises your confidence level
and adds momentum to the
effort you are already putting
into your business.

BE THE REAL DEAL
• Be bold, be honest,
and be humble.
• Who you are is a
valuable resource in this
world. The way you
naturally present
yourself brings value to
your family, your
community, and your
business.

CONNECT WITH DUNHILL
/DunhillIns
@DunhillMI
/company/-dunhill-insurance-services-inc.-
/DunhillMI
@DunhillInsurance
/DunhillMI

5 Questions to Ask When Building Your Brand

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