At certain times, some stories work better than others, Henning said. For example, prospects might like the success story and clients might want to hear about value stories, she said.
"Consistency is so important-telling and retelling stories," said Henning.
Customizing Your Brand
Schleck had related advice on branding, especially around differentiation. She gave a hot rod analogy, saying, "What do people do with cars? They soup them up." Her point was that the engine might be the same, but it is what the hot rod owners do after that personalizes it. Most advisors have the same skills and talents, like the engine in a car, but the differentiation is what makes them stand out, she said.
"If you don't manage your brand, people will manage it for you. Before you know it, you will be a Buick, a car for older people," said Scheck.
To have a strong brand, advisors need a differentiating idea or promise, delivered by the product or service, which is presented in compelling ways. Schleck said that most advisors have virtually the same value proposition.
She suggested four steps to building a brand:
1. Define your goals - What new things do you want to make? Is it your look?
2. Define the parts - Select the parts that go into your integrated collateral system.
3. Tune the engine - Install the story that will power your brand.
4. Design and detail - Give your brand it own look and feel. Creative designers can put it together in a cohesive system.
Mike Byrnes founded Byrnes Consulting to provide consulting services to help advisors become even more successful. His expertise is in business planning, marketing strategy, business development, client service and management effectiveness, along with several other areas. Read more at www.byrnesconsulting.com.