You are Your Brand: The PHD Personal Branding are Your Brand: The PHD Personal Branding Process Demonstrable In addition to being differentiated and direct, your claims must be measurable, supportable and

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<ul><li><p>You are Your Brand: </p><p>The PHD Personal Branding Process</p></li><li><p>Executive Summary </p><p>It is estimated that there more than 300,000 financial advisors in the U.S., according to </p><p>Tiburon Strategic Advisors, and the Department of Labor projects a 30-percent growth in </p><p>the occupation by 20181. With so many financial advisors out there, how will you stand out </p><p>from the crowd?</p><p>Building a strong personal brand is a critically important way to distinguish yourself and </p><p>your practice from the crowd. Not only does it allow you to control how your image is </p><p>received and interpreted by your intended audiences, but it also allows you to control the </p><p>message and define who you are and what you stand for, rather than passively allowing </p><p>others to do it for you which they will. </p><p>This paper defines Personal Brand and discusses why an advisor needs to develop one. </p><p>It also analyzes what a strong personal brand can do for your financial advisor practice </p><p>and introduces the PHD (Personal, Honest, Demonstrable) Personal Branding Process to </p><p>help you map out your personal brand and create the materials that will be part of your </p><p>brand elements. Finally, this paper outlines options for reinforcing your personal brand </p><p>and specifies some ways in which you can measure the success of your brand. </p><p>What Is a Personal Brand? Do I Need One?</p><p>Todays advisors are asking themselves these two questions, trying to determine if they </p><p>should devote resources to building a successful personal brand. Does it make sense in </p><p>this environment to shift time and energy away from your core business of researching </p><p>and consulting on financial products and services? The answer is, Absolutely! </p><p>Your personal brand is not what you say it is, it is what your audience says it is.</p><p>As stated so simply by consulting firm McKinsey &amp; Co., a brand is a promise made and </p><p>kept in the marketplace. Your personal brand represents who you are and how your </p><p>audiences clients, prospects, colleagues, community organizations, and competitors </p><p>perceive you. It comprises both rational and emotional components that dictate how your </p><p>audiences think and feel about you and the services you offer and how they think and </p><p>feel about you will play a critical role in your success.</p><p>You are Your Brand: The PHD Personal Branding Process</p><p>2</p><p>Contents</p><p> 2 Executive </p><p>Summary</p><p> 2 What Is a </p><p>Personal Brand? </p><p>Do I need one?</p><p> 3 What Does Your </p><p>Personal Brand </p><p>Do For You? </p><p> 4 Creating </p><p>Your Brand</p><p> 6 Elements of </p><p>Your PHD </p><p>Personal Brand</p><p> 7 Reinforcing </p><p>Your PHD </p><p>Personal Brand</p><p> 9 Measuring Your </p><p>PHD Personal </p><p>Brand Value</p><p>10 Conclusion</p><p>1 U.S. News, Best Careers 2011: Financial Adviser, December 2010.</p></li><li><p>Your Brand. Your Business. Your Clients.</p><p>Building a strong personal brand is paramount for creating a successful financial advisor practice, </p><p>because it allows you to control how your image is received and interpreted by your intended </p><p>audiences. It also allows you to control the message and define who you are and what you stand for </p><p>rather than passively allowing others to do it for you which they will.</p><p>Consider your reactions upon hearing three names: Winston Churchill, Oprah Winfrey, Steve Jobs. </p><p>What traits, values and characteristics immediately come to mind for each name? While it is true not </p><p>everyone will react identically to these three names, the traits that resonate with people about each </p><p>represent the elements of their personal brands.</p><p>Now, consider three more names: Charlie Sheen, Eliot Spitzer, and O.J. Simpson. How did your </p><p>reactions differ from the first set of three? Did this give you any insight on the power of building a </p><p>personal brand and the value of maintaining that brand?</p><p>People who believe in a brand tend to be highly loyal, more likely to return for repeat business </p><p>with that brand, and more likely to refer that brand to friends, family and colleagues.</p><p>What Does Your Personal Brand Do For You?</p><p>People know what to expect when they encounter a strong, established brand. A successful brand </p><p>establishes trust in the mind of consumers by delivering what it promises. </p><p>Lets play the name game again with three well-known car companies: Volvo, Lexus and BMW. If those </p><p>companies have been successful in brand building, your reactions are consistent with how most </p><p>people perceive them: safety (Volvo), luxury (Lexus), and precision (BMW). </p><p>As with these three brands, your brand should convey what you stand for and be a well-thought out </p><p>combination of personal identity, reputation, trust and execution. It reflects who you are and how your </p><p>target audience perceives you. Therefore, your personal brand should be centered on the part of your </p><p>character upon which you want to build your personal identity.</p><p>3Visit or call us at 866.595.2470 for more tools and resources.</p></li><li><p>There have been thousands of statesmen, but there was only one Churchill; and theres only one you. </p><p>While there are thousands of advisors competing for clients attention and loyalty, there is only one </p><p>person who has the experience, expertise, personality, and talent that you do. Creating a powerful </p><p>and consistent personal brand and identifying the audience you are attempting to reach is the best </p><p>way to communicate your unique brand to your target audience and to turn your style, skill set and </p><p>accomplishments into a brand they can immediately relate to and trust.</p><p>Creating Your Brand</p><p>We believe a successful brand needs the following three things to be successful. Use the PHD </p><p>Personal Branding Process outlined below to get started:</p><p>1 Personal: Your brand must be unique, distinct and represent you alone. </p><p>2 Honest: Your brand must be memorable, direct and authentic to who you are.</p><p>3 Demonstrable: Your brand attributes must be deliverable, measurable and sustainable.</p><p>Personal </p><p>Your brand must represent YOU and only YOU. It is crucial that the brand you build accurately reflect </p><p>who you are and how you go about your business. It must reflect the specific traits, values and </p><p>experience that make you distinct from every other advisor out there. It should also reflect your firms </p><p>brand, if you are part of a larger organization. Your personal brand should complement, and never </p><p>conflict with, your broader firms branding. Too many advisors build their brand around an positioning </p><p>statement along the lines of, I am an experienced advisor who strives to find the best investment </p><p>solutions for my clients. Well, no kidding. What advisor doesnt do that? Be more personal.</p><p>Honest</p><p>To be successful, your brand must also be authentic, direct and memorable. Your brand should </p><p>position you as who you, are as well as who you are not. You dont want to appear to be all things to </p><p>all people (like the bland positioning statement from before), but rather you want to be you, with all </p><p>the unique qualities you represent. </p><p>It is important to honestly assess who you are and be prepared to communicate that to clients in a </p><p>succinct and compelling manner. Whatever your brand, it has to be accurate and supportable. </p><p>Your Brand. Your Business. Your Clients.</p><p>4</p></li><li><p>You are Your Brand: The PHD Personal Branding Process</p><p>Demonstrable</p><p>In addition to being differentiated and direct, your claims must be measurable, supportable and </p><p>sustainable. All brand attributes you employ must be able to stand up to your audiences Oh, yeah? </p><p>Prove it! test. </p><p>Some points are obvious. Dont position yourself as a social media expert if you dont have a </p><p>Facebook account and have never been on Twitter. But others are more subtle.</p><p>If you position yourself as a retirement expert, be prepared to offer examples of how you solve </p><p>pre-retirement, post-retirement and second-career planning issues for your clients. Theres more to </p><p>retirement planning these days than amassing a large nest egg. Your branding must demonstrate </p><p>precisely how you are qualified to deal with all of these complex situations. </p><p>Dont overlook the sustainable aspect of this point. The brand attributes you choose should be ones </p><p>that are relevant to your audience now and in the future. Helping clients invest for their first home </p><p>may be relevant to your newest or youngest clients, but helping clients plan for key milestones </p><p>throughout their investment lifecycle is a broader attribute that should appeal to everyone. </p><p>Homework: The Adjectives List</p><p>1 Take out a sheet of paper. List five (or 10) adjectives that you think apply to you and that you want your audiences to be aware of. Are you responsive, thorough and detail-oriented? Write that down. </p><p>Do you want to be viewed as insightful, informed and innovative? Add those, too. Once you have </p><p>the master list of adjectives that accurately describe you, whittle it down to the core attributes you </p><p>want your brand to embody. Keeping in mind as you do so that you are building a list of traits that </p><p>makes you unique, a list that could only describe you and no one else. That said, you can eliminate </p><p>table stakes descriptors such as professional, experienced and knowledgeable.</p><p>2 Next, turn the sheet over and give it to a few of your friends, family members and colleagues. Ask them to make their own lists. Tell them to be honest and direct.</p><p>3 Compare your list of core adjectives to those from your friends and colleagues. Note any glaring discrepancies (e.g., if you listed informative and they listed vague, you have more work </p><p>to do to). Dont be offended or defensive. Remember, the ultimate goal of building your brand is </p><p>to control the message and define how you are perceived.</p><p>5</p></li><li><p>Elements of Your PHD Personal Brand</p><p>PHD Brand Positioning Statement</p><p>Your brand positioning statement is a brief, pointed and accurate representation of who you are, what </p><p>you do, why you do it and how you do it. Think of it as your value proposition which personifies the </p><p>list of adjectives you completed earlier. It should quickly answer the question that all clients will ask, </p><p>Whats in it for me? and it should act as the gateway to your story. Every investor has pain points, </p><p>some they are acutely aware of and some they havent realized yet. Answering this question in a </p><p>broad enough way allows you to diagnose that pain, demonstrate that you understand a specific </p><p>issue facing your target audience and provide a workable solution. That is why its critical to target </p><p>who your ideal audience is, the significant issues they face and the solutions you can deliver.</p><p>Your Story</p><p>Telling your story is a powerful way to expand on and reinforce your positioning statement with </p><p>specific details about you and your background. A simple and emotional story can help deliver a </p><p>more meaningful brand experience when you meet people, helping them better connect with your </p><p>message. </p><p>A prospect, a retired Navy medic, meets two advisors at a conference in San Diego. Advisor 1 gives </p><p>her the positioning statement we heard before: I am an experienced advisor who strives to find the </p><p>best investment solutions for my clients. Then he asks her for a check for $100,000 to invest. Advisor </p><p>2 tells the same prospect, Specializing in post-retirement and second-career planning, I work with </p><p>my clients to understand their current situations and short- and long-term goals, then jointly design an </p><p>investment plan to help them confidently achieve those goals. After specifically positioning himself, </p><p>he continues with his story. I spent 20 years in the Air Force before becoming an advisor, and many </p><p>of my clients are members or former members of the military. I think this helps me relate to their </p><p>unique needs and objectives. He then asks her to set up a meeting to begin the exploratory process.</p><p>Who do you think is going to make the stronger impression?</p><p>PHD Personal Biography</p><p>Your biography is a brief overview of who you are, where you are, and how you got there. It is not a </p><p>resume. It is not a business card and it is not a balance sheet. It must convey character, confidence, </p><p>credentials and common ground. In one page, it should answer clients questions about why you are </p><p>uniquely qualified to help them with their financial and investment issues. Use everything you have </p><p>prepared thus far (adjective list, positioning statement, value proposition and story) to flesh out your bio.</p><p>Your Brand. Your Business. Your Clients.</p><p>6</p></li><li><p>PHD Tagline</p><p>Now that you have answered who you are, what you do, why you do it, and how you do it, lets cull </p><p>that down and develop a short word or phrase that creates a distinct impression and strategically </p><p>reserves a specific place in the minds of your target audience. Consider some successful corporate </p><p>phrases and taglines: </p><p> Starbucks wants consumers to view their experience with them as an everyday affordable </p><p>luxury. That says a lot about how the company moves beyond being a coffee shop to an integral </p><p>part of its clients lifestyles. </p><p> Nike positions itself as authentic athletic apparel, which says what it is to its clients now, as well </p><p>as providing room for product and market expansion in the future along very precise branding </p><p>guidelines. </p><p> Apples Think Different campaign nailed exactly what they wanted their business approach to </p><p>represent to consumers.</p><p>What do you want clients to think of when they think of you slow and steady wins the race, the </p><p>second-career specialist or innovative answers for tough questions? Whatever your specialty, </p><p>whatever your style, whatever your brand, it needs to be succinctly distilled into your tagline. This is </p><p>true whether you ever use that tagline with the public (e.g., on your website or business card) or not.</p><p>Reinforcing Your PHD Personal Brand</p><p>Now that you have built your brand, how do you maximize its effectiveness? The key is consistency. </p><p>To put it in marketing terms, clients should have the same experience whenever and wherever they </p><p>interact with you, whether its on the phone, in your office, at a conference, in a brochure or on </p><p>your website.</p><p>Offline</p><p>The offline components of your brand (physical appearance, public speaking and conferences, </p><p>community work, marketing collateral and the branding materials discussed above) must be </p><p>consistent. It is a wasted effort if you have a stack of brochures that say you are a dynamic public </p><p>speaker if you slouch and mumble your way through a presentation once or twice a year. Clients </p><p>can and will sniff out brand inconsistencies.</p><p>You are Your Brand: The PHD Personal Branding Process</p><p>7</p></li><li><p>Online</p><p>It is no secret how important the online component of business has become to advisors and </p><p>investors alike. The good news about branding is that it allows you to create the message and </p><p>project it anywhere, at any time, to anyone 24/7/365. The bad news is so can your competitors. </p><p>Having your message out there is not enough. It has to be better, more succinct and more </p><p>compelling than your competitors.</p><p> Your Website</p><p>Your personal website gives you an enormous opportunity to continuously communicate </p><p>your brand values to clients and prospects. But remember, it is an interactive medium, not an </p><p>electronic brochure...</p></li></ul>


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