I’m sure you’ve heard the old saying, “You never get a second chance to make a first impression.” However, have you considered when that first impression is? Maybe it’s before you ever meet that person. And, if that’s the case, do you know if you have a good reputation or brand?

Gary Vaynerchuk, entrepreneur and branding expert, said it best, “A brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception.”

Most advisors and agents don’t understand the value of their brand. Your brand is not just about having a catchy logo or a clever tagline. It’s a journey that involves creating a unique identity, adding meaning to your message, evoking the right emotions, and nurturing lasting relationships with your target market that understands your value.

Let’s look at a step-wise approach from going beyond a logo to building your brand.

Step #1: Determine Your Ideal Client

It’s been said, “You can’t hit a target that you can’t see.” You need to know your target market, where your ideal client can be found. That’s why it’s so important to do the following:

• Know Your Audience: Start by envisioning your ideal client. Create a detailed persona that represents them.

• Tailor Your Brand: Your brand should resonate with this persona. Craft your messaging, visuals, and content to address their needs and concerns.

Step #2: Understand Your Unique Value Proposition

This step is all about understanding what you do for your target market. You can do this in two ways. First, identify your strengths, and then communicate your unique value proposition (UVP) or what makes you different from other advisors. 

• Identify Your Strengths: Reflect on what sets you apart. Is it specialized knowledge, a niche focus, or a unique approach?

• Communicate Your UVP: Integrate your UVP into your brand messaging consistently. Let it shine through in every interaction.

Step #3 Build Your Professional Image

Now that you have come this far, all you have to do next is get your name out into the world and tell people who you are! And how do you do that? You make sure two things happen: website optimization and visual identity.

• Website Optimization: Your website is your digital storefront. Ensure it reflects professionalism, credibility, and trustworthiness.
• Visual Identity: Use consistent colors, fonts, and imagery across all platforms. A cohesive visual identity reinforces your brand.

Step #4: Blend Personal and Professional Content

At this point, it’s essential to start blending your personal and professional content. There are two ways: tell your story and educate and empower your target market. 

• Tell Your Story: Share personal experiences. Clients connect with real stories. Highlight your journey, challenges, and triumphs.

• Educate and Empower: Create content that educates and empowers your audience. Offer valuable insights, tips, and actionable advice.

Step #5: Be Authentic and True to Yourself

This step is what most advisors and agents don’t think about. They don’t understand the value of being authentic to themselves in their brand. There are two ways to do this: understanding that authenticity matters and avoid imitation.

• Authenticity Matters: Authentic brands resonate. Be genuine, transparent, and true to your values. Clients appreciate sincerity.

• Avoid Imitation: Don’t mimic others. Your brand should reflect your unique personality and beliefs.

Step #6: Leverage the Power of Social Media

We live in an exciting time! Never have we been in a time where you can broadcast your brand so easily to the masses! Social media leverages your reach, but you need to do two things: choose wisely and post consistently. 

• Choose Wisely: Select social media platforms relevant to your target audience. LinkedIn, Twitter, and Instagram are popular choices for advisors and agents.

• Consistent Posting: Regularly share content—articles, videos, infographics—that aligns with your brand. Engage with your audience.

Step #7: Patience and Persistence

It’s tough to be patient and persistent, but you can do it as long as you keep two things in mind: long-term perspective and monitoring your progress.

• Long-Term Perspective: Building a brand takes time. Be patient. Consistently reinforce your brand message. People will find you.
• Monitoring Your Progress: Track your brand’s impact. Adjust strategies as needed.

 Why Building Your Brand Works

Remember, your personal brand isn’t just about recognition; it’s about creating trust and credibility and sharing how you help your target market solve their challenges with your solutions. This stepwise approach to building your brand works because it gives you a framework to help others perceive your personal and business value. By following these steps, you’ll create a connection that resonates with your audience and enhances your success.

In Advisor Solutions Podcast Episode #99, From Beyond the Logo to Building Your Brand, you will find a much more detailed description of each step as well as real-world examples. This will help you generate a stronger brand.