Package Your Differentiator

When we ask most Broker Dealers how they are different, how they are attractive to existing and potential advisors we generally get the answer that they Partner with their advisors. The fact that this is the most common answer should be a pretty clear indicator that this is not a differentiator. It’s a bare bones price of admission in a competitive market.

Second answer: our culture.
Third answer: we allow them to be independent and run their own practices.

If this is sounding familiar we have a solution that can truly help you rise above the sea of sameness. If you are interested in attracting and retaining more ideal advisors – read on.

As a group, Broker dealers generally struggle with the issue of trying to build their brands in a sea of sameness. They need to position themselves in a very competitive market with:

• Similar companies
• Employing similar people
• With similar educational backgrounds
• Working similar jobs
• Coming up with similar ideas
• Producing similar things
• Offering similar services
• With similar prices
• And similar quality

Broker Dealers need to position the things that are truly unique about their offerings in a way that is compelling and valuable to their advisors.

One such strategy is to develop and bring to life tangible evidence that you do indeed support and live by the idea of Partnership.

Here is how you accomplish that:

Brand it! Package your brand in an appealing way so that it breathes credibility. Create an iconic identity for your program or brand that makes your program easily identifiable to your audience.

Describe it! Demonstrate through professionally designed examples that you make it easy for your advisors to communicate with their clients.

Communicate it! Put all this together in a concise and powerful information sheet for mailing or downloading and then post this on your web site for easy access.

The investment is minimal ($2,500 – $5,000) and the return is exponential.

However you decide to be different, make sure that it has clear value to your audience and that it is credible, visible and accessible.



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