So, before you can even start your brand story, be sure you can define your target market. When I ask advisors how they describe their target audience, the answer I frequently hear is “everyone.” Although that might sound wonderful, the reality is that narrowing your marketing scope will help your practice become more efficient and productive. You are not the hero of your brand story. Here are the seven steps Miller advises you to follow:ġ) Make your audience the hero. If you use the hero’s journey as a template for crafting your brand story, says Miller, you’ll be able to create powerful, clear messaging that will attract and engage your target audience. The brand provides its customers with a plan that calls them into action, so they can avoid failure and achieve a successful resolution. The brand takes the role of a guide, helping to solve the customers’ problems.
How can you turn the universal elements of a great story into a brand story? In in his SB7 Framework, Miller explains that customers rather than the brand must be the hero of the story. It relies on the universal elements of a great story to create a clear pathway for customers to engage and connect with your brand. A book I read recently, Building a StoryBrand by Donald Miller, will help you do exactly this.Ī #1 Wall Street Journal best-seller, Building a StoryBrand lays out a tried-and-true framework for crafting your brand story in way that’s simple but emotionally powerful. To stand out from the crowd, advisors must find a way to distinguish their brand communications and truly connect with their audience.
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How to compete in an endlessly changing advisory marketplace? We all know that effective branding is both the key and an ongoing challenge.
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