Your Brand Is What Other People Say About You When You Are Not In The Room*

 Brand building is the deliberate effort to create the desired perception in someone else’s mind.

“A Simple Blueprint For A Successful Brand.” **

Brand building is the deliberate effort to create the desired perception in someone else’s mind.

It’s been said that “A Brand is not just a logo, a website, or your business cards… It’s an experience.”

To build a great brand you need the right blueprint for shaping perceptions about your service or your product.

The best blueprint begins with just three components: what, how and feeling.

Consider the example of Southwest airlines. What service do they provide? Well, it’s pretty simple: they move you from here to there.

That is Southwest’s what.

The what of a brand is typically straightforward. The most successful brands tend to represent only one what in their customers’ minds.

After what comes how.

Understanding the how of a brand begins with seeing that for every product or service, there can be many ways of delivering the what. “Overnight,” “cheaper,” “organic” – these are the types of words used to signal the specific how for which a business wants their product or services to be known.
For the most part, hows tend to travel into twos. One how is not quite enough, but more than two is unnecessary.

For Southwest Airlines, the first how is: “by air.”

Southwest began flying its first passengers on short hauls to and from second-tier airports in Texas where the competition was more likely a Greyhound than another airline.

There is a deep branding lesson. The customer is trying to accomplish a specific result – a specific what. The hows compete with one another. Nothing else does.

Southwest has a second how: “at a low price.”

Take away either of Southwest’s two distinct hows, or their performance aspects, and the brand – that is our perception of Southwest – starts to fall apart. Only Southwest is offering the entire package at once- the what and how that differentiate their brand in the minds of the customers.

What and how are the fundamentals of a sound brand blueprint, but the most successful brands include a third component: feeling.

Customers want to do business with people they like. Who doesn’t? Similarly, we prefer to consume products and services we feel good about. Southwest customers like the Southwest brand. The brand is fun and laid-back; it makes people feel good.

So, to summarize: brand building is the deliberate effort to create the desired perception in the mind of another person. The blueprint for creating the perception has three basic elements: what, how, and feeling.

**Edited from a post on Forbes.com by Jerry McLaughlin
*Quote from Jeff Bezos
The Bellis Method™
Simple and effective brand building

A Question For All CFPs, RIAs, & FAs – what would make your practice more stress free and fun… more productive and efficient too?

“THE ANSWER”. A constant stream of warm, quality 1st Appointments personally introduced to you and endorsed by the grateful, friendly, quality clients in your client book – for the remainder of your career.

We have interviewed countless numbers of Advisors over the years and not one Advisor gave us “the answer”.

We heard responses like dinner seminars, educational workshops, lead groups, free reports, community networking, Facebook, Google, newspaper articles, cold calling, direct mail, newspaper and magazine ads, buying preset appointments, buying leads, enhanced web design and LinkedIn.

However, upon discussion and reflection, Advisors agreed that their answer really didn’t the question. In addition, they felt the responses above didn’t answer the question either.

Most Advisors said something like, “of course I’d want “the answer” but it’s not real. It’s a pie in the sky answer.”

But, if it’s not pie in the sky, isn’t it worth talking about?

Isn’t it a conversation worth having?

If you can dream it, you can do it!

The Bellis Method™
Trust "The 60 Day Rule" Process

Why don’t I have a consistent stream of 1st appointments with the friends of my best clients?

Because most Advisors, no matter their income or standing, don’t understand or effectively address WORLDVIEW.

The Marketing Challenge for Financial Advisors

Several years ago we conducted a series of focus groups across the U.S. We spoke to a wide variety of market segments including the “millionaires next door”, baby boomers, newly marrieds, upwardly mobile singles, soon-to-be retirees, and retirees… people who are just like your clients. 

What we learned – no matter which segment we interviewed – was that financial advisors and the industry are perceived in a rather unflattering light; “used car salesmen”, “in it for themselves” and “just want to get their hands on my money” were among the comments we heard.

But the one that really stuck with us was this:
“They are all a bunch of Darth Vader’s, working for the Evil Empire”.

Face it. This is the market’s predominant worldview, and it’s your clients’ worldview too.

Your clients, along with your prospects, have some pretty strong opinions about you. 

You have the power to turn them into your best trumpeters… Your advocates.

When you have a good marketing story, one that effectively addresses the worldview, not only will your clients respond to you, they will also talk about you with their friends. 

It’s the key to a consistent stream of quality 1st appointments with friends and colleagues of your best clients.

The Bellis Method™
A Simple and Effective Client Advocacy Program