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Marketing Matters

Issue 1 - March 2008

When some people think about marketing, it conjures up an image of junk mail, such as the vast number of credit card offers and service solicitations you receive in your mailbox everyday. Pershing would like to challenge you to expand your view of marketing, and think of it as everything you and your company do to attract and retain clients. This means everything from writing thank-you notes, playing a round of golf with a prospective client, to returning calls promptly, or networking with centers of influence. Going forward, each issue of The Pershing Press will feature a new marketing tip with actionable ideas you can implement in your office to help you grow your business without limits.

Marketing Tip #1: Building Your Personal Brand
A brand is much more than a logo. A brand is what separates one product, service, or company from another. It is a unique set of attributes that comes together to provide an emotional “feeling” about a particular product, service, or company. Why is it so important to focus on building your personal brand? The reason is simple—consumers become brand loyal when they perceive that a brand offers the right blend of product or service and level of quality. A strong brand can become your primary competitive advantage.

Ask yourself the following questions regarding your brand:

  • What is your brand?
  • How would your clients describe your brand?
  • Would all clients describe it in the same way?

A great way to validate your assumptions is to poll your clients. Is there a discrepancy in how you and your clients define your brand? If yes, you need to formulate an action plan to begin changing the current perception of “you.” As an investment professional, “you” are your brand, which means that “you”, as the offering, must proactively define where you want to go and how you want to be perceived.

Start With a Simple Step
Write down the three to five things you think your clients would say about you if asked to describe your relationship and the value of the services you provide. Next, think about the three to five things for which you want to be known. Put together an action plan on how you will work to build and evolve your personal brand to achieve your vision. Finally, have proof points to support your brand’s attributes. Brands should not be aspirational—the characteristics by which you define your brand should be backed by specific examples that support the attribute.

And remember, a brand is not created overnight, it takes time to build and nuture.

To learn more about building your brand, please e-mail Vanessa Oligino at, Pershing’s Practice Management Consultant, with over a decade of experience providing marketing services to investment professionals.

For Professional Use Only.

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