If your brand were to wake up in the morning and look and the mirror, what would it look like? Dress like? Sound like? What would it say?
Would it be confident or meek? Outgoing or introverted? Noticeable or overlooked? Exciting or blasé?
When I speak about the importance of branding, I can’t help but want to draw the analogy between branding and identity. I find it’s often easier to understand just how important it truly is when you think of it in these terms.
A financial advisor called me last week and explained that
he has a marketing problem. His problem is actually fairly typical and very
frustrating. He is spending money on client events, has run several prospect
seminars, is posting on social media, updated his website recently, and has
even tried a series of targeted Facebook ads.
His efforts are not producing new clients, and he is worried
about his book of business shrinking due to the age of his clients.
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