This document discusses building up your brand in 2018. It introduces the concept of brand pillars - expression, definition, delivery, and experience. It provides tips for defining your brand promise, communicating your expression through various storytelling techniques in email, creating a posting strategy, and using tools like analytics and CRM to improve the customer experience and guide engagement. The overall message is that strong branding incorporates all aspects of how prospective customers interact with and perceive your brand.

1. Build Up Your
Branding
In 2018!

2. Your brand is what
people say about
you when you’re
not in the room.
- Jeff Bezos,
CEO of Amazon
“
”

3. Your Brand Pillars
1
Definition

4. Your Brand Pillars
1 2
ExpressionDefinition

5. Your Brand Pillars
1 2 3
ExpressionDefinition Delivery

6. Your Brand Pillars
1 2 3 4
ExpressionDefinition Delivery Experience

7. Your Brand Pillars
ExpressionDefinition Delivery Experience
What are the
ways you
communicate
your brand
promise?
How do you
define your
brand
promise?
How do clients
and prospects
receive or find
your brand
promise?
How satisfied
are your clients
and prospects
with your brand
promise?

8. Your Brand Pillars
1
Definition

9. Creating a Mission Statement
with The Golden Circle

10. Ask ‘Why?’ to
discover
Core
Values

11. Unique Value PropositionPeak
Experience
When did you
experience
success?
Suppressed
Value
What frustrates you
or makes you
angry?
Code of
Conduct
What are the
values you rely on
every day?

12. Ask “How?” to
discover your
Unique Value
Proposition

13. Unique Value Proposition
Unique Value Proposition
Resonate
What do your
customers want
or need?
Differentiate
How are you
uniquely
qualified?
Substantiate
How can you
backup your claim?

14. Ask ‘What?’ to
discover your
Features vs
Benefits

15. Features
Storage for
1 GB of MP3s
Benefits
1,000 songs
in your pocket
vs

16. Combine all three
to create your
Mission
Statement

17. Your mission statement
becomes your
constitution, the solid
expression of your vision
and values.
— Stephen Covey,
7 Habits of Highly Effective People
“
”

18. WHY (Purpose)
We believe everyone has the right to achieve financial freedom, enjoy
comfortable retirement and pass on their estate minimizing taxes.
A Financial Advisor
HOW (UVP)
Our world class team of experts provide personalized education, strategies
and guidance in a supportive and responsive environment.
WHAT (Benefits)
Long term financial stability, a diversified portfolio, and an orderly transition
of your estate.

19. We believe everyone has the right to enjoy
financial freedom. We help our clients achieve that
by offering long term investment strategies
managed by skilled advisors, tailored to individual
needs. We help provide peace of mind, stability
and opportunity for growth.
Your family’s future is our concern.
Advisor Mission Statement

20. Your Brand Pillars
2
Expression

21. Email has an ability
many channels don’t:
Creating valuable
personal touches
- at scale.
— David Newman
“
”

23. The Warmer
The Reframe
Rational Drowning
EMotional Impact
A new Way
Your Solution

24. The Warmer
You understand the problem
● Establish Relevance
● Demonstrate Expertise
● Create Curiosity
● Be Interactive

25. The Reframe
The problem is actually something
entirely different
● Stay Relevant
● Be Surprising
● Show Excitement
● Deliver With Poise

26. Rational Drowning
There is a ton of information to
backup your point
● Make Clear Connections
● Visualize Data
● Check For Understanding
● Keep It Rational

27. Emotional Impact
Illustrate with real life stories
● Relate to Pain
● Tell a Story
● Use Visuals
● Capture Their Stress

28. A New Way
Present a different end to the
story
● Release the Tension
● Lead to a Good Ending
● Update the Visuals
● Lead to You as a Solution

29. Your Brand Pillars
3
Delivery

30. “...It’s about reaching
people when they want to be
reached, when they want to
have a conversation - not
when you want to have a
conversation”
@Insideview

31. Creating a Posting Strategy

32. Pick Your Primary Post Type

33. Use the 4:1 Ratio for Variety

34. Your Brand Pillars
4
Experience

35. I can say with certainty
that I gained $12 million in
assets under management
and four of my top high-net
worth clients due to FMG
Suite’s tools because I am
visible online and feature
a lot of impressive content
on my website.
“
”

36. Invite action by...
● Offering additional value
● Soliciting Permission
● Syncing with campaigns

37. Real-Time Analytics

38. Guide engagement by...
● Attract your
ideal clients
● Understand
audience interest
● Recalibrate
content message if needed

39. CRM Integration

40. Organizes leads by...
● Create segmentations
● Provide analytic
insight
● Market in a more focused
manner

41. Your Brand Pillars
1 2 3 4
ExpressionDefinition Delivery Experience

42. Your Branding Team