Business Marketing Magazine Summer 2017 Do It Yourself SEO Tips and Tools | Page 9

Throughout the world, the most successful businesses stand apart from
their competitors by creating a unique
“brand.” Failure to do this usually results in “me too”-ism in which the person or firm must essentially say, “I also
have what you need, want, or desire,” or
“me/us too.” From the clients’ perspective, the decision has usually already
been made to go with your competitor.
Certainly some will give you a chance,
but most don’t.

competitors.

Pre-Requisites to Having a
Powerful Brand
Although this article concentrates on
Integrated Marketing, it is important to
highlight a few pre-requisites that allow effective branding and marketing
to occur in the first place. They include
having:

A Unique Value Proposition: It is also
known as a Unique Selling Proposition:
something you do or offer that really is
different than what everyone else is offering. Basically, it becomes “what you
are known for.” It’s what people say to
others when they talk about you. It’s
what you brag about – all boiled down
to two or three powerful statements
Those companies who have identified that are easy to remember and undertheir target markets, and who have ef- stand.
fectively branded themselves in the
minds of the public, stand head and Excellent Service & Staff: People must
shoulders above and apart from all of be satisfied with every interaction
the “me too”s trying to get scraps of they have with you. Your support staff
business. Top financial advisors (FAs) should be friendly, helpful, supportive,
magnetically draw clients to them knowledgeable, and treat each of your
through word of mouth, referrals, and clients well. Even one instance of poor
name recognition within the market service can offset the best reputation.
The lifetime value of a client should be
place.
considered here.
Of course, the business owner or enterprise is not actually saying “me,
too” over the phone or face because
they rarely even get the chance. Those
businesses engaging in “me too”-ism
are forced to chase after clients, rather
than having clients chase after them, or
even bothering to try to find them.

The non-branded company must put
more time, effort, and money into cli- Experience & Know How: What
ent acquisition than their branded makes you better? Why should people
trust you? Why shouldn’t they go down