Strategies for branding and advertising your firmBlog added by Lauren McNitt on June 24, 2011
Lauren McNitt

Lauren McNitt

Denver, CO

Joined: September 08, 2010

My Company

ProducersWEB

(continued)
In this week's #prowebchat on Twitter (Tuesdays at 3 p.m. EST), we discussed strategies for branding and advertising your firm. Here is a recap of the conversation:

@ProducersWEB Q1: As a financial services pro, what are the most important objectives for your brand? Credibility? Differentiation? Expertise? #prowebchat
    @BrokersAlliance #prowebchat Measuring brand performance. Since 1925 Americans ask for a Kleenex, not a tissue. Success = When you brand is your sales item.

    @laurenatpweb @brokersalliance Great example! How can a financial services firm achieve something similar? #prowebchat

    @BrokersAlliance #prowebchat The need to "frame their practice" in terms of expertise in distinctive language that clients can use.

    @BrokersAlliance #prowebchat In the old west, a good iron brand was one that a rustler couldn’t burn his brand over of yours - Ditto for corporate branding.

    @KestlerFG @ProducersWEB Building trust and creating advocates among customers. #prowebchat ^KK
@ProducersWEB Q2: What are the most effective ways to brand yourself in a way that makes your firm stand out? Name, logo, message #prowebchat
    @BrokersAlliance #prowebchat Your brand must stand out from your competitors or you’ll fall into their background. It's the message and how its delivered.

    @KestlerFG @ProducersWEB A succinct mission statement makes a great first impression. #prowebchat ^KK

    @robertsofia What about branding yourself by the way you treat clients and prospects? "Wow! That firm provides world-class service!" #prowebchat

    @KestlerFG @ProducersWEB A brand "referral" is pretty much always more effective from an existing client than from the brand itself. #prowebchat ^KK

    @robertsofia I believe your brand should be memorable, unique, unambiguous, relevant to your audience, and should instill confidence. #prowebchat

    @ltcassociates @ProducersWEB #prowebchat Think about your competitors (MGA's, FMO's) Are we distinguishable from one another? Does our msging separate us?
@ProducersWEB Q3: What are the most effective ways for managing your brand (and reputation) online? #prowebchat
    @KestlerFG @ProducersWEB Listening to what others are saying about your brand, + and -, is crucial to managing your brand image.

    @robertsofia @KestlerFG @ProducersWEB This is one good reason to have a client advisory board. They can provide valuable feedback. #prowebchat

    @ltcassociates @KestlerFG #prowebchat That was a driving force for adopting Twitter: to monitor and manage client and agent sentiment

    @BrokersAlliance #prowebchat We live in the bloggosphere. When we take hits and they're true, we own up to it. Right then and there.
@ProducersWEB Q4: Do you hire a pro to assist in your branding/promo or do it yourself? If you do it yourself, have you been successful? how? #prowebchat
    @robertsofia @ProducersWEB Everyone has a "brand" but they may not know what it is. Professionals can help them identify and communicate it. #prowebchat

    @ltcassociates @robertsofia #prowebchat U make a fair point: one envisions one's brand, but the public decides. Eg, What is the "Hilton" brand?

    @KestlerFG @ltcassociates I fully agree. @exacttarget says that your brand is the sum of all of the conversations about your brand. #prowebchat ^KK
@ProducersWEB Q5:How do you promote/advertise your firm to your target market? Certain publications, websites, events? Local media? Referrals? #prowebchat
    @CenturyAdvisory we promote using the internet and referrals. we are known for sending out letters to people neighbors especially for homeowners #prowebchat

    @BrokersAlliance #prowebchat We daily blog, tweet and post on Face Book & LinkedIn as well as write copy for carriers and agents.

    @robertsofia @CenturyAdvisory I think clients are catching up with tech quickly. We need to stay ahead of them. #prowebchat

    @ltcassociates @ProducersWEB #prowebchat Nothing leaves this office w/o a link to LTCA's Twitter account and our ProducersWEB page, for one thing

    @laurenatpweb @LTCassociates Glad to hear it! : ) #prowebchat
@ProducersWEB Q6: Is social media an effective way to promote your brand? How do you avoid compliance/PR problems when using social media? #prowebchat
    @KestlerFG @ProducersWEB In many cases, if you're truly promoting your brand, not your products, the compliance problem is minimized. #prowebchat ^KK

    @ltcassociates #prowebchat Let me add I am VERY mindful of keeping Twitter as junk free as I can: if we want clients to come it must be attractive to visit

    @DispenzaInsure Avoid compliance problems as retail agency - always use license on static posts, re-post canned carrier content w/ intro. #prowebchat

    @DispenzaInsure Good response from customers & prospects when posting useful info. They don't like straight "buy this from me" promotions. #prowebchat
@ProducersWEBThank you for joining #prowebchat! Tune in next week for a discussion on social media and compliance with guest Amy McIlwain @InsuranceMktg
Pages: 12
The views expressed here are those of the author and not necessarily those of ProducersWEB.
Reprinting or reposting this article without prior consent of Producersweb.com is strictly prohibited.
If you have questions, please visit our terms and conditions
Post Blog