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

Recognizing Opportunities for Growth

Do you have a picture in your mind’s eye of what you want your business to look like? Do you imagine having more 1st appointments.?  How about having consistent new warm qualified 1st appointments with the qualified friends and colleagues of your best clients? Does this sound like you?

Well, believe it or not, if you are an experienced Financial Advisor, no matter your income or that of your clients,  you already have a business that is primed and ready to breakthrough with consistent new warm qualified activity…month after month, year after year.

You can make it happen, if you really want it.  You can access the untapped opportunities that exist within your practice.

Some Advisors are able to do this and do it very well.  And truth be told, their business is basically the same as yours. Like you, they have a bunch of clients they’d love to duplicate. Like you, they desire consistent new warm qualified 1st appointments.  The only difference is that these Advisors have an innate ability to make this activity happen.  You may not have this ability but it’s not necessarily catastrophic.  Like many other things, it’s a business problem to be addressed and solved.

A great first step is finding and working with a mentor who can get you there.  If you choose the right mentor, things should start to happen within 60 days and you’ll be on your way. If it doesn’t happen, find another mentor and give it another 60 days. And so on.

Walt Disney once said, “If you can dream it, you can do it.”

So take a look around.  Do some research.  Know that with the right guidance, you can make it happen.

It’s out there. You just have to find it.

The Bellis Method™
“Building Your Business From The Inside Out”