As a financial adviser your identity is a brand within a brand (the firm you work for) and throughout your career you have been developing your own personal brand. As your own personal brand is creates a massive impression, it is important to consider how it is perceived. Our first blog gave the context for the significance of a personal brand and this blog is going to look at how best to develop your personal brand.
Think of yourself as a brand
If you think of any brand you will automatically form an impression and associations based on what you have experienced with that brand. In the same way, you need to be aware of how you are presented to others. Naturally, you will want to be perceived as an expert in financial advice; therefore, you need to think of which qualities you want to be associated with when people see your name. Once you have established this, it makes marketing your brand much more effective.
Examples of strong successful personal brands include, Ester Ranzen, Jamie Redknapp, Mary Portas, Karren Brady, Jamie Oliver, Davina McCall and Victoria Beckham.
Audit your online presence
In order to market the personal brand you have defined we need to understand what your existing presence is. To do this, it is worth googling yourself to see what comes up. If you have a profile on your company website is it still up to date, what does your personal social media say about you? And would you want a prospective client seeing it?
You may find that there are many other people with the same name as you. In which case, you may need to consider using an initial or middle name to differentiate yourself. It is important for your clients to be able to identify you easily to follow your brand. Be sure to be aware of responses you make on social media and how they can be perceived as this can be just as important as the content the post in the first place!
Secure a digital platform
In terms of raising awareness to your brand, you will need your own platform. For instance, this could be either a personal website or Facebook account. Financial advisers sometimes prefer a LinkedIn profile rather than having their own website as they will get found on this and can still upload files, link to publications and articles they have written, and this can be linked from their corporate website. On LinkedIn you can even tailor your own specific URL rather than accepting the default option to further personalise your online presence.
Develop ways to add value
In terms of establishing your personal brand, it is important to consider ways that you can add value to your clients. For instance, this could be done by creating relevant contents for your clients on your LinkedIn page.
Think about what can add the most value to your clients and professional connections. You don’t always have to write contents themselves, but you should never pass it off pretending it is their own. Instead you can curate contents, useful to your different audiences. This might be one thing for professional connections and another for post-retirement clients.
This blog has looked at the key points necessary for establishing your personal brand. Stay tuned for our next blog in this series which will look at how to enhance the personal brand you have begun to develop.
Read more about the basis for the series of blogs at: https://www.forbes.com/sites/shamahyder/2014/08/18/7-things-you-can-do-to-build-an-awesome-personal-brand/#68039d3f3c3a