Without meaningful professional brand equity, there is a low probability that you will get referred to the super-rich. While there are plenty of exceptions to this tenet, it's hard to get introduced to the super-rich unless you bring something special to the table. A powerful dual-impact brand can be instrumental in telling people you are indeed that special professional.
One poignant exception is when you're part of an elite professional network. There are professionals within the network that need not be known to the super-rich so long as the other members of the network vouch for them. (The nature of characteristics of elite professional networks will be discussed in future columns.)
In today's hyper-competitive environment for the wealthiest clients, a meaningful dual-impact brand is often a necessity. Those professionals who can position themselves as thought leaders to both the super-rich and influencers are most likely to be the go-to authorities.
The next column will address referrals, particularly referrals from wealthy clients.