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Category: Brand · 5 min read

How to Create Your Brand

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on April 23, 2019

author profile photo

on April 23, 2019

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How are you different from your competition? What do you do best? What are you passionate about?  

The answers to these questions become your value proposition and differentiator. This is your brand. It’s what sets you apart from your competition and gives you a specific focus and passion. This area is crucial, because it impacts all of your marketing efforts.  

But how do you create your brand and put it out into the wild? Here are some key steps to take to start effectively building your brand.   


1. Define Your Brand  

It’s time to sit down and think through your brand. What is your overall goal for your business? Why do you do what you do and love what you do? What do you stand for? That’s your brand. Your brand is your unique purpose, what sets you apart, and how you operate. Write it down in the form of a mission statement, and live by it. Your answers are what make you different from the financial professional down the block. This should influence everything that you create and put out.  


2. Get a Logo Created 

Every business needs a logo. Even if your logo is just your business name in a carefully chosen font, that’s still a logo. The best ones are created by professional graphic designers, who you can commission to design you a logo that’s clean and recognizable.  


3. Find Your Voice 

Now that you have your overall brand defined, it’s time to figure out your voice and the kind of tone your brand and marketing materials will have. To start, it helps to identify a few key characteristics that you want your “voice” to be like, such as authentic, personal, or friendly. As you create marketing materials and advertisements, make sure that it sounds like your brand voice. Ask yourself: Is the tone right? Are there different words or phrases that should be used instead? Is this how I want to come across as? You are in charge of your brand voice, so make sure it sounds like you. 


4. Get Materials Designed 

Now you’re ready to start designing your marketing materials. Take your brand and make it come to life by actually creating designed pieces that promote your business and your services. Now, chances are you aren’t a graphic designer. That’s okay. I’m not either, but I know people who are. You can hire freelance designers or a design agency to create marketing materials for you and make your brand come to life. It may be beneficial to have them create templates for you that you can fill in yourself, so that you can have them work for a variety of marketing purposes.  


5. Be Consistent 

No matter what kind of brand you come up with for your business, one of the most important things you must do is be consistent with your messaging and marketing pieces. Staying true to your brand voice and design helps solidify your look and name in the mind of your prospects and clients, and helps them instantly recognize your brand. So, keep your message and design consistent to build your brand recognition. This can also make your marketing more effective and can provide a better return on investment.  


6. Post on Social Media 

Another way to get your brand and name out there is to start posting frequently on social media. Take your designs, take your brand voice and message, and apply them to social media posts that support your unique purpose and value. Maybe it’s sharing a helpful article that you found, talking about your business and why you love what you do, or explaining the different services you offer. Whatever you choose to post, make sure it’s on brand and consistent with your other marketing tactics.  

Your brand is your business identity, so treat it that way. Treat it with importance and priority. If you want to build credibility and get your name out there, building a brand is a crucial way to help you do just that. It’s a key piece to your marketing efforts, and can help launch your business to the next phase of growth.  

For more ways to grow your brand presence, check out our Brand Builder tools, or contact us today.  


For Financial Professional use only, not for use with the general public. #19-0258-041620

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Written By

Scott Wright

Chief Marketing Officer

Scott Wright is the Chief Marketing Officer of Brokers International. Scott has more than 25 years of experience in building equity and accelerating profit growth across multiple categories and brands, including Crest toothpaste, Pantene Pro-V, Old Spice, Valvoline and VISA. Scott and his team are focused on developing innovative marketing programs and tools that will deliver growth for our partner agencies and their financial professionals.

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