Here are examples of benefits you might bring to the table:

You head a team (Value is seen in teams)
You utilize financial planning so the client can see the whole picture. How do their current holding and new products work together?
You deliver a high degree of personal contact and service.
Years in the business. At the firm? In the city? (Loyalty)
How long have you been married? How many children? (Stability)
Educational credentials and professional certifications (You are a professional)

The firm fits into the picture too:

Size, financial stability, capitalization, rating agency scores. (Bigger can be better.) Years in operation. (Stability)
Awards won. (Third-party recognition.)

Your branding statement might work as an elevator pitch. A seminar speaker introduction. The answer to "What do you do?" at parties. Here's an example:

"I'm a business insurance specialist at (firm). My primary focus is multiple physician practices in the Greater (city) area."
Maybe that's not you. You might be: "I'm a retirement planning specialist at (firm). I work with a small group of successful business owners and families in the (city) area."

Getting the word out

The world needs to know what you do. Your clients can be your most effective advocates. You might share this story with them when you conduct annual reviews of their policies.

With clients and friends, you might work in "When you tell your friends about me, what do you say that I do?" After they answer, you can reword the definition along the desired lines.
You have a print presence, of sorts. It might be in letters you write or emails you send. What will the firm allow you to put near your signature block?
You have an enewsletter. It's a good way to get your story out.
You have a social media presence. The firm has rules. You follow them. Your posts and activity should reinforce your branding. "Here's how I help people."
We will see people face to face once again. People will ask: "How's business?" Try framing it mentally as if they asked: "How have you helped someone today?" Short, anonymous stories get the point across that you help people with certain types of problems.

Everyone should do some form of branding. Otherwise, you get lumped into the general population of people doing a similar job.

Instant Insights /

Do you do any branding? Here's a simple way to get started

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