Module 5: Positioning and Branding for Advisers

Create Tailored Marketing Messages for Target Audiences

The Positioning Statement communicates the firm's brand and marketing messages to the target audiences of existing clients, prospects, referral sources, industry stakeholders, and employees.

Whereas, the Advice Model states what the firm does and for whom. The Positioning Statement captures the marketing messages and tailored benefits for each category of target client. It ensures consistency with messaging to maximise the return on the investment in marketing.

Marketing must not be ad hoc or feature inconsistent messaging. The Internet requires a consist brand for the firm and an on-line presence which reassures clients, prospects and referred individuals. What do referrals find when they search for the firm or an adviser on-line?

For immediate delivery of the PDF download: Module 5 (July 2020 edition - 87 pages) - click here.

Protect your firm's reputation and brand. Maximise opportunities when prospects find the firm on-line.