The big idea is the starting point for any marketing project. It is a summary of your brand’s ‘personality’ and what makes it different. To find your big idea, you must first look very carefully at your brand and the financial industry in general. You need to ask yourself:
• What are we offering?
• What makes us different?
• How can our brand stand out?
• What do our clients want or need?
• Where is there a gap in the market?
Your financial advisory firm’s vision is an understanding of where you’re going or where you want to go so you can plan your journey. Your vision may be large scale – such as switching the emphasis of your services from one core area to another – or simple, such as offering an existing product in a completely new way.
Values summarise what you believe in as a business and clarify what your brand stands for. Your values are an important part of how people see you; however, it can be tricky to communicate values. It is vital that any values you portray are genuine and evident in the way your business operates.
When you start communicating your brand to clients and prospects, you will also be expressing the personality of your firm through the tone, language and design you use.
Your brand personality is about how you want your business or products to come across, so it’s vital that these personality traits are appropriate to your type of product or service.
You can convey your firm’s personality through:
• Graphic design and your visual identity
• The tone of voice and the language you use
• Your dialogue with clients and how they can contribute ideas and get involved
• Customer service and how staff are trained to communicate with clients
Goldmine Media can offer over a decade’s worth of experience, knowledge and expertise when it comes to helping financial advisers communicate their core values effectively. Contact us today to find out more.
Paul Bearman, Senior Editor, Goldmine Media
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