Our approach is modular and includes:

• Brand positioning, brand story, key messaging

• Development of a new name

• Creation of a logo which adheres to branding standards

• Implementation: brand inventory checklist and client journey mapping

 

APPROACH

My process for brand building is comprehensive and includes the following recommended activities:

 

DISCOVERY

• Brand Jam Session: I will spend a 2 – 3 hours at advisor’s offices [or via Zoom conference if preferred] to facilitate a discovery session where we will discuss the practice from a brand perspective. This is a great opportunity for me to experience your culture firsthand and spend time to gain practical insights into the people and the practice. This session is always of value.

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• Follow up Interviews: Occasionally, I will request follow up calls with participants to gain additional clarification from the session. These conversations are not time-consuming.

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• Online Client Survey: I will invite your clients to complete a short online survey focusing on how they perceive your brand today. We will learn how they feel about working with the people and how they view the practices strengths and weaknesses. I will analyze results to help inform the brand positioning, messaging and story. The online client survey will include 4 – 5 key questions. The analysis will fold into the work session report.

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• Brand Audit: I will review all current brand communications; including the Website and social media platforms to learn how the practice currently communicates and assess the degree to which the brand is being conveyed.

 

ANALYSIS & INSIGHTS

• Positioning, Strategy & Story: Based on my learning from the above activities, I will craft an overarching brand position; define the messaging that supports the positioning and write the brand story.

• Work Session: I will schedule a one-hour video conference to review of the findings, insights and take the team through all of the brand recommendations. The result is a fully articulated brand positioning and story suitable for implementation.

 

NAMING

• Name Development: Working with my outside team of naming specialists, we will develop a list of names using naming techniques that have been refined over 35 years of brand building.  I will take all names through preliminary trademark screening for identical conflicts in the U.S. Federal trademark register before presenting a list of 10-12 name candidates. If necessary, I will conduct one additional round of tightly focused names based on your feedback.

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LOGO DESIGN

• Logo Development: I will develop a design brief that will serve as the basis for a creative exploratory. All designs will adhere to strict branding standards and allow for appropriate reviews and approvals.

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• The design exploratory will include up to 3 design concepts which typically include 8 – 10 logo candidates for review.

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• I will include one [1] round of additional design, color exploration and/or refinements, if required.

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• Final deliverable includes a complete suite of approved logo files for use in all formats.

 

IMPLEMENTATION

• Getting Started Checklist: A comprehensive checklist to inventory your brand assets to begin converting to the new brand; the list is free and contains a complete To Do List and timetables for implementing the brand. Consultation available upon request.

 

CLIENT JOURNEY MAPPING

• Journey Mapping Online Session: I will spend a 2 – 3 hours via video conference call with advisors to facilitate a comprehensive walk through of all client points of touch. This mapping session is broken down into four sections:

  • Pre-engagement – activities that occur before a prospect becomes a client

  • Engagement – activities that engage and vet a potential client

  • Onboarding – activities that bring a new client into the practice

  • Ongoing – activities that drive client satisfaction and build loyalty

 

This is a valuable exercise that allows you to map all of the important activities that take place within your practice to attract, retain and grow clients. And to identify the key client interactions that drive your practice and deliver the most value. You will gain an overview perspective of how you are interacting with your prospects and clients; what you are doing well and where improvements can be made to enhance the client experience.

 

The result of is a fully documented client journey map, complete with insights and recommendations that will highlight opportunities to better align your brand with the client experience across all point of touch.