Brokers need to develop a strong brand to stand out in a sea of competition and grow their business.
Craige Meale, senior business development manager at ORDE Financial, shared about the most important broker marketing and brand messages for clients.
Meale said there is a need for brokers to have a “brave purpose” in supporting messages to communicate certain key ingredients in the business.
“It’s critical to building strong market message foundations,” he said. “Things like what you stand for, your personal brand, understanding your customer target market. It’s really important to undertake this exercise. You [need to be] clear about what is [it] what is you’re trying to achieve, knowing the steps of how to get there, clarity on the measures of success, and then amplifying your approach to your team, stakeholders through varying communication channels.”
It’s not enough though to just have the messages – they need to be pulled together by storytelling: brokers need to “tell stories in [a] more compelling way, way more often.”
“Storytelling needs to connect and engage with their customers, hearts, minds, rational and emotional aspects,” Meale said. “These are key messages need to be authentic, transparent, and have integrity.”
“Moreover, it’s important your compelling purpose messages and story need to provide trust and deepening the relationship between you and the customer, because right now in a fast digital-moving environment intergenerational world, customers are seeking clarity and trust with their major financial decisions.”
He also identified the need for brokers to know their customers’ overall needs, such as the younger customer segments.
“They're more socially active so you need to understand how to engage with your clients and what drives them in their lives. This includes their financial dreams and their passions,” Meale said.
The ORDE Financial BDM issued a challenge for brokers this year.
“But for the brokers out there, in 2023, I challenge brokers to creating a compelling purpose to stand out amongst the pack,” Meale said. “Moreover, to create messages that are more engaging about who you are, what your ambitions are to help more customers think about making a positive change for your business and working with purpose to help deliver your success and your customer success.”
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