"One of the reasons marketing communications exists is to create a recognizable identity for a business," says Debra Kaufmann, a marketing consultant in Washington, D.C. "If someone receives your brochure, then goes to your Web site and finds a different look and a different message, they'll get confused. Branding is not just about your logo. It's about making your [business] stand out."
"Everyone has a brand, like it or not," adds John Melchinger. "You have one. It may not be the one you want and you may not be nurturing it, but it's yours nevertheless. Not to shape your brand rigorously and nurture it is to leave it to your public to decide. That is the much less effective alternative."
Building Your Brand
The purpose of this exercise is to create a short message people will remember whenever they think about financial products and services. When part of a coordinated plan, your professional identity brand will drive on-profile customers to your business. You will also need to give some thought to which medium to use.
Example: This is Joe Associate's brand identity. It's deceptively simple, yet sends a compelling message to his target market:
Insurance Solutions:
Precision Business & Personal PlanningWhy are we a Tool & Die Maker's
insurance solution?Because we care and take the time
to understand your unique needs.
How will you convey your brand, your message? Through which medium will it have the most impact? Which medium is the most effective and efficient? These are all questions you'll need to ask yourself in order to begin to effectively brand yourself and your services. Given that you're likely not a branding expert, you might want to consider getting outsourcing help on this one.
Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.