1 Have you ever fallen in love with a brand? Not only for what it - - PDF document

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Have you ever fallen in love with a brand? Not only for what it is, but for how it makes you feel. 2

How about what it represents to you as a customer? I’m going to show you some of my brand love affairs…and the 5 reasons why. >> Then we’ll talk about why that matters to you. 3

SONOS Who here has discovered the amazing world of SONOS? SONOS has completely disrupted the home audio world with wireless awesomeness.

• The sound is incredible and it’s all on WiFi (they call it HiFi).
• So no nasty wires.
• A sound solution for every room that all works together, in the palm of your hand
• n your smart phone.

Why do I love this brand? They know who their customer is…SONOS is mono- manically focussed on the customer experience. Whether you’re online shopping or need help with set-up, they focus exclusively on a customer who wants quality sound and wants to keep it simple with plug/play

• solutions. And it all works together.

You can’t have just one SONOS speaker! Actually, there isn’t a corner of my house that doesn’t have sound. Speaking of working together, SONOS recently teamed up with my next brand love. 4

In August, IKEA will be launching SONOS speakers that are lamps and book ends I’m so excited about this collaboration, I gave it it’s own slide just so I could show you! 5

IKEA Now I know you likely have a love/hate relationship with this brand. Actually, putting anything-IKEA together can be quite a relationship test. That Allen key thing (?). But either way, what I love about this brand is how INNOVATIVE it is. Founded in Sweden in 1943, IKEA is a case study in innovating everything from a common chair to kitchen construction. And they’re now taking on products for smart homes, including furniture with wireless charging capabilities. And their online shopping experience is phenomenal, as is their app. Now, lord help you if you have to take something back, yet IKEA has even made a science of their return system. 6

AMAZON What did we do before Amazon? I love this brand because it makes is SO easy to be a consumer. AND it saves me time…and that’s precious. Now, Amazon may annihilate retail in the process, however, what this brand does best is it ADDS VALUE. For $79 a year, Amazon Prime gives you free 2-day shipping AND access to Prime Video – streaming video where ever you want it. They’ve taken on Netflix with exclusive, award-winning content. And whether you’re shopping or watching Amazon, their web and app functionality is

• ff the charts.

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NESPRESSO Why? They have a system, a button-down system that helps me form sentences in the morning…and it’s CONSISTENT.

• Consistently great coffee from growing regions all over the world, and each type of

coffee has a unique name and tells a story of where it came from.

• And for choosing your coffee, Nespresso has a zero to 10 caffeine meter so you can

dial in what it’s going to take.

• They also offer a selection of sexy machines that deliver it.

Speaking of delivery, your order can be at your door in 2 days thanks to an online

• rdering machine that’s intuitive and simple.

And Nespresso listens. In the last couple of years, they responded to consumer kick- back on the effect millions of empty coffee pods were having on the environment with a global recycling program that composts the coffee grounds and recycles the aluminum. 8

(Oh, and when it comes to my brand love affair, it probably doesn’t hurt that that THIS GUY is their spokesperson…) 9

NIKE That iconic swoosh… You don’t have to be a golfer to know who this is…and over the last decade, we’ve all had a front-row seat to Tiger’s:

• sex scandal
• knee issues
• back issues
• …and in recent years, a DUI for pain-killers

And NIKE stood by him. He was an endorsement machine…and every other sponsor dropped him…but not NIKE. 10

NIKE’s Brand Promise is: “To bring inspiration and innovation to every athlete* in the world.”

• The asterisk states: If you have a body, you're an athlete.

A very inclusive promise! 11

Why I love this brand is because NIKE not only makes a promise, they keep it. They align with inspiring athletes like Tiger, and they are loyal even in the darkest of times. And for that loyalty, NIKE was rewarded when he won this years Masters…his 5th…but he had not won in 14 years. And despite everything, he worked hard, fought every obstacle like only Tiger can, and he took the green jacket back. One of the greatest sports comebacks in history. Ø Nike’s stock price rose 2% the day after the Masters adding $2B to their market value. Ø Consumers are rallying and the ripple effect on sales is already staggering. 12

Like I said, I love brands and I have worked with many, in varying industries, which has been like cross training for a marketer like me. I help build brands and develop brand strategies, AND I am a copywriter. Which, among my peers is a rare combination…kind of like a superpower, because it allows me to create and write very strategically. 13

And what’s crystal clear to me in the case of every brand I’ve worked with, and all brands for that matter, is that those 5 Brand Fundamentals remain the same…no matter what. TD is one of the top ranked, most respected brands in the world.

• Especially where it counts – in the eyes of loyal customers.
• And without question, TD nails every one of those 5 Brand Fundamentals.

And while you all fly under the TD flag, you and/or your team are also a brand. Today, we’re going to get granular as it relates to YOUR personal or team brand within the TD brand. >> Betsy just did a great job of walking you through some excellent TD tools, templates and systems to help you market your brand. 14

But I’m going to challenge you and say your brand experience is not created by the TD marketing machine.

• Your brand is what lives in the mind of your clients.
• It tells them how you’re going to solve their problems.
• It’s how you communicate in a relatable way that gives them HOPE and builds

trust.

• It’s what defines you in this very crowded financial marketplace.

AND it makes a promise….and then your clients get to decide whether they believe you. Executed well and consistently, your brand experience is the golden ticket to building value and brand equity to the point that your clients become raving fans to everyone that will listen. As in that tangible, magic bullet we all strive for, but must earn… 15

REFERRALS Now when it comes to building your brand and referrals, there are people I’ve talked to within and outside TD that have challenged this point with me, and I’m going to respectfully challenge right back. I am talking about those that believe “our clients already love us, all our business is all referral based, and we’re maxed just servicing them.” First off, congratulations on your success. That said, in a world that’s moving at hyper-speed, in the age of social media, and with the power and influence vested in consumers, the bar on expectations has never been higher. And the silent killer of brands, all brands, from personal brands to multi-national corporate brands…the silent killer is… 16

COMPLACENCY Staying status-quo. Not continually uplevelling your brand and your brand experience in the eyes of your clients. Complacency breeds mediocrity, which leads to decline. Then not-so-happy clients that stop referring…and start wonder why they picked you in the first place. 17

Actually, Bill said it way better. 18

“Success is a lousy teacher. It can seduce smart people into thinking they can’t lose.” – Bill Gates

And we all know brands that dramatically declined because they became complacent. Yes, these are big brands, and a couple of them are fighting back. Just know that your brand and/or your team brand, is also vulnerable to complacency. 19

And in the case of TD, you have the interesting added challenge of not only standing

• ut in shades of green, you need to rise above the noise in a very crowded financial

sector, competing with other banks and boutique investment firms. You either stand out, or you blend. 20

FACT: Obviously, your clients have choices.

• And unless you create a brand experience that stands out, they will see you as a

commodity in a sea of other options. FACT: If your marketing communications try to resonate with everyone, you will connect with no one.

• Classic 80/20…80% of your business is coming from 20% of your clients. And

therein lies the holy grail of your Ideal Client… we will get to that. FACT: You are in the knowledge-for-profit business, and you have a unique genius.

• You are not selling things, you are selling how you think.
• You all may have common skills, credentials and titles, but you each have the

UNFAIR advantage of having a unique value or approach.

• The corporate marketing term, and Betsy referred to it, is “unique value

proposition”…I’d like to go deeper and call it your Unique Genius.

• Because that differentiator…that special sauce, that process, formula, or

hook…THAT is your unique genius. >> If you can articulate and effectively communicate THAT to your Ideal Client, you’re golden. 21

So how do you set yourself apart, stand out, build loyalty with current clients and attract new ones? How do you build your brand within the marketing framework of the TD brand? >> Let’s dig in to my top 4 strategies for where you want to focus. 22

First…Uncover your Unique Genius. What do I mean by that? 23

You have a lot of plug and play marketing tools within TD you can utilize. That said, when your communication looks and sounds like everyone else:

• You’re fighting for business you rightfully deserve because you’re not breaking

through (maybe emails are not getting read, or calls are not being returned).

• You and your team are being defined by WHAT you are, vs. who you are and what

you stand for.

• Referrals go down, and when you do get referrals, client quality goes down.
• So unless you’re clearly articulating what makes you and your team unique, your

ability to be heard by current and future clients is impacted directly by your INABILITY to be different. >> Clients hire you because you’re exceptional in some way. You’re not the perfect fit for every client, but your extraordinary for some. 24

One of my brand mantras is: To be a successful brand, you need to be the first, the best or the only.

• Well, we already know you’re not the first;
• And you’re certainly not the only;
• But what are you BEST at?

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The KEY is to fully recognize your differences rather than just your strengths…strengths can be copied, products can be replicated, but your differences comprise your Unique Genius. You can OWN different, right?

• A unique approach, A formula, A process, A system, An advantage

Whatever it is…

• Uncover your Unique Genius and you can build your brand around it.
• And when you articulate and emphasize that Unique Genius in every interaction,

you give your clients a WHY to refer you. Because you are consistently instilling trust every time you communicate, and of course you’re thorough, so it’s backed by accurate and essential details. And therefore, you will never become a commodity in the eyes of your client. When you make it easy for current and future clients to understand how you are different, what you do best, and how you solve their problems, you are rewarded with their attention in a very time-starved, distracted world AND you rise above the competition, and stand out even in shades of green. Do it consistently in your unique way, and you will not only elevate your brand in the eyes of your client, you’ll be irreplaceable. 26

#2…Get Crystal Clear on Your Ideal Client 27

Here’s what Ideal Clients are NOT:

• They are not simply a subset of clients that can afford to invest X.

Ideal Clients:

• Have needs you can assist with...so they’re a good fit
• Value your unique approach/genius
• There’s mutual respect and trust
• They consistently send referrals
• They’re a joy to work with

Meaning:

• Your eyes light up when a call comes in and it’s them; and
• the hand you play in managing their wealth and making them successful makes

your day…time after time. 28

Now, think of all the clients you work with… And start looking closely at the 20% that are driving 80% of your business, AND are a joy to work with. 29

In fact, right now, picture a client in your mind that fits that criteria… Ok, now imagine attracting that perfect prospect and working with that ideal client, all day long, and what that would do for your business. Now I should add that when you actually get clear on your ideal client, you may find it’s a combination of 2 or 3 clients…a hybrid of sorts. Or they may not even exist…yet. >> But you can change that. 30

So, how do you define your ideal client? Your “dream client.” I love it when we tackle this in strategy sessions, because it’s an opportunity to roll up

• ur sleeves, go deep and have some fun.

Start by brainstorming some common characteristics around:

• who they are;
• what makes them tick; and
• why they’re a great fit for you because of how they align with your Unique Genius.

Starting with some basics… then start formulating a picture, creating a persona for your Ideal Client. Now let’s get to their why…and how best can you solve these challenges. Especially given your Unique Genius. ALSO, you may want to factor in your biggest challenge to deliver, and how you can

• vercome it.

>>Sidebar…I understand that with the new Salesforce system, you need to decide who your “A-Client” is. I’d suggest you go through this process first. Everyone else is going to stay surface…go deeper…really get in the head of your Ideal Client. 31

NEXT, you’ll want to name them. Let’s call them Ted & Alice. Why name them? Because Ted & Alice…specifically who they are, how they think, and how you solve their problems should become the cornerstone of how you build your business. How you communicate on your website, every piece of collateral material, everything that goes in their inbox, every touch-point needs to speak to Ted & Alice. >> They become the ACID TEST for everything you do. Because remember, if you try to resonate with – and speak to – everyone, you will connect with no one. Bottom line, taking a deep dive and getting clear on your ideal client, and speaking ONLY to that ideal client, is a game changer. It’s not that clients outside the scope of Ted & Alice don’t matter, but by focusing on that classic 80/20, and building your brand around your ideal client, everyone else is gravy. 32

Ok, now let’s Create a Brand Voice that Speaks to Your Ideal Client. 33

The voice of your brand is created through content that engages and attracts your ideal client.

• It speaks TO them, not AT them.
• It creates a “conversation” with them, and only them, in all communications - your

website, your marketing communications, the posts you create on LinkedIn…everything.

• Communicate in the 1st person wherever possible to connect.

And consistency is key…in fact, inconsistency is right up there with complacency as a brand killer. Ø If your TD website has one voice or tone, your summary sheet reads like a resume, and the language in your pitch deck is all over the place, this will create a disconnect. Ø A disconnect is not going to build trust or credibility. SO AVOID:

• Using financial buzzwords in the 3rd person
• Using words people needs to look up to understand…you want to be relatable. No

need to over-impress or speak in tongues.

• And in a distracted and competitive world, clients do not have time to read long-

winded collateral materials or sit through a lengthy pitch. 34

In fact, a study by Microsoft confirmed the average attention span of a goldfish is 9- seconds. Humans clock-in at 8-seconds. Take that in, we’ve been eclipsed by goldfish. Blame digital…and know that digital dementia is real. Which means you have 8 seconds to capture your clients’ attention in your communications.

• Get to the point and tell them HOW you are going to add value and solve their

problems.

• Make it EASY for them to understand, and do it as QUICKLY as possible.
• Remember, you’re battling an 8-second attention span.

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Back to your Unique Genius…the goal is to develop a brand personality with words that:

• Allow your Unique Genius to shine through.
• Create an unspoken dialogue that speaks in a clear, distinct way that is:

Ø Intriguing = “Hey, that speaks to me…” Ø Captivating = “OK, now you’re hitting my pain-points and I’m feeling some hope…” Ø Engaging = “Where have you been all this time, let’s do this!”

• Your Ideal Client is compelled to take action…why?

Ø Because it feels so natural. Ø Everything they’ve seen and read has made their eyes glaze over…until YOU. How you communicate on your website, LinkedIn and collateral materials EARNS the business I’m well versed in compliance and how your communication needs to check regulatory boxes, but there’s still a way to “speak” to your Ideal Client in a way that’s uniquely you…AND avoid any disconnect by consistently speaking that same language everywhere possible. 36

So let’s recap, once you have:

• 1. Uncovered Your Unique Genius
• 2. Identified your Ideal Client
• 3. Created an engaging brand voice to speak to them.

Now it all comes down to delivery…or better yet, OVER-delivering on the 5 Brand Fundamentals. 37

Reminder of what they are… And again, all brands, all industries, all sectors…big, small, multi-national brands and YOU…must deliver on these fundamentals where it counts: in the eye of your clients. Let’s talk about marketing tactics to meet – and hopefully exceed – their expectations. 38

Think of it as 5-STAR delivery…starting with CUSTOMER FOCUSSED. The goal here is to create raving fans by:

• Building a team and develop a culture that’s obsessed with your client experience

and you will have raving fans that want to refer you.

• 80/20 tactic when listening to clients to really hear their changing needs (listen

80% of the time).

• Be open to client feedback and evolve your approach accordingly.
• Reach out just because – you don’t always need a reason.

Ø After all, you are in the relationship management business. Ø Keep it personal, not always transactional – make the call.

• Suggestion for how to RAISE THE BAR: get creative with client appreciation events

Ø Up your game on wine and cheese cocktail parties with:

• Wine or craft beer tasting events at the venue
• Cooking classes
• Create a golf tournament
• Document shredding event at your office to kick-off the new year or

after tax season 39

Next Brand Fundamental: INNOVATIVE Goal = connect with your clients on a different level

• Use and promote TD’s Behavioural Finance tool where ever you can – innovative

and proprietary.

• Leverage TD’s evolving marketing tools and customize where you can.
• Constantly improve your communication systems; how you report, respond, and

the speed with which you do it…don’t let your communications get stale and time- consuming.

• Brainstorm with your team and ask ”what if?”

Ø Challenge boundaries and assumptions (within reason and compliance). Ø Avoid stagnation by challenging the status quo and creating a team culture that’s fueled by “what if?”

• Raise the bar: Create community with one client’s charity each year

Ø Meaning you spotlight one client and their favourite charity, and the event that goes with it Ø And you change it annually Ø Everybody wins 40

Continually ADDING VALUE makes you rare and irreplaceable. How:

• Position you and your team as experts on LinkedIn by publishing interesting,

relevant articles, news, tips that are relevant to Ted & Alice (or whatever you call your Ideal Client).

• Referrals work both ways – refer business to clients, including children of clients.
• Send links to relevant articles, podcasts or videos directly to your clients– better

yet, send books of interest through Amazon as gifts.

• Leverage TD’s resource library of articles on website and in communications. Those

articles are constantly evolving – so should yours. Keep your content fresh.

• RAISE THE BAR: Offer to advise your clients on developing a financial philosophy in

their children Ø Which can be tricky with a generation of kids that may be struggling with a sense of entitlement. Ø Do it one-on-one, or maybe think about holding a seminar with kids to educate them on financial fundamentals. The idea is to constantly look for ways to give, give, give without expectations. Continually adding value makes you rare, irreplaceable, and INDISPENSABLE. 41

Next Brand Fundamental: CONSISTENT Goal = build trust. Because trust is without question, your most important asset. Remember inconsistency is a brand killer. So, back to you and your team being

• bsessed with your client experience, that needs to translate to:
• Delivery – consistently doing what you say you’re going to do, when you

say you’re going to do it.

• You want the same consistent brand look/feel on every touch-point – non-

non-negotiable (TD assures this).

• Master your brand messaging, specifically how you articulate your Unique

Genius – really focus on making it clear, distinct, engaging and uniquely

• you. Consistently, everywhere.
• Stay TRUE to the needs of your Ideal Client – don’t suddenly deviate and

start communicating to the other 80% with brand messaging that will make your Ideal Client scratch their head. We don’t want disconnects…stay true to your Ideal Client.

• RAISE THE BAR: Plan ahead with a schedule for client connection

Ø Meaning, ensure consistent article posts on LinkedIn, consistent calls to clients, sending a book, article link and all the value-adds we talked about by scheduling them. What gets scheduled gets done. Ø Put it auto-pilot with a schedule managed by your assistant. Ø It’s seamless to the client, but the way you consistently show up in the mail, in their inbox, on the phone…these are building blocks to build trust. 42

And now we’ll bring it home with the final Brand Fundamental: MAKE + KEEP A PROMISE I’m not going to make up tactics to fill a slide when the strategy is quite simple. We talked about how to recognize your differences, rather than just your strengths…and how you can OWN different by uncovering your Unique Genius, and building your brand around one of the following: q unique approach q a formula q a process q a system q an advantage…whatever it is. When you do it effectively, you make a promise. You set and declare an expectation with your clients. Ø Deliver that consistently at all levels of your team, and you will keep giving them the “why” to refer you. It’s the foundation of a deep, enduring relationship with your clients. Ø It fosters trust. Ø From trust comes loyalty. Ø And with loyalty comes long-standing, mutually beneficial relationships. >> Which means the ONLY way to “raise the bar” is to do it BETTER than anyone else. 43

Any questions I can help with? You can reach me at 604.738.1178 or susie@lipsticksky.com Thank you! 44