Simply defined, a brand is what people say about you. Branding is your differentiator. I recently learned more about branding as moderator for MDRT’s latest Web seminar, “Generating Extraordinary Sales Through Simple Marketing by Developing Your Brand.” During the event, the presenters Maribeth Kuzmeski, MBA, RFC, and 15-year MDRT member Brad Elman, CLU, discussed the importance of probing clients, prospects and community members to determine what makes you stand out. Understanding the following areas, which can control how you are both perceived and received, will help you create a plan and give your brand life.
Media
The primary vehicle for generating awareness for yourself in the media is a press release announcing what you are doing. You can also write a column that focuses on general topics. Keep in mind it is not a sales pitch.
Community
The sole purpose of community involvement is not to bolster business. A genuine passion for the community will attract clients. Community service creates a touch point with your client and allows them to think of you in a non-sales context.
Online
Controlling your online presence goes well beyond your Web site image. Set up Google alerts to notify you when you’re making news. Also, take advantage of free resources like www.free-press-release.com to increase visibility.
Client Experience
Lastly, and probably most importantly, is creating a memorable or extraordinary client experience. Your level of communication tells your client how much you value them. Find unexpected ways to be personal and proactive.
View the recent MDRT Web seminar presentation to learn more about developing your brand by visiting the archive.
