The Value-Add That Could Secure Your Next COI Partnership
Your COI network represents potential growth for your practice. And this growth hinges on the idea that together, you and your strategic partners can do more for your clients than any one of you can do individually.
So if your partners can present that combined value to prospective clients, their ability to prospect within high-net-worth markets can be heightened. This is the essence of what we call joint COI branding.
What is joint COI branding?
We’ve written before about providing COIs with your own promotional materials, so that they are better equipped to introduce your services to new or existing clients. Joint COI branding is different. Because even if your branding clearly conveys the advantages you provide, it’s the COI’s branding that needs to tell that story first.
Designed for each individual partnership, joint COI branding presents you alongside your professional partner, defining both their value and the value you create together—so that while you’re working to bring in new clients, so is each member of your professional network.
How is it used?
For a potential COI, the offer of a piece of joint branding can be a tangible reason to formalize the partnership. It’s often the missing piece needed for them to convey the value of the relationship to prospective clients, adding another dimension to a value proposition that’s typically all about the promise of eventual referrals.
For you, the advisor, joint COI branding can:
- incentivize professionals to consider a partnership with you
- strengthen existing partnerships
- establish consistency between your COI’s brand positioning and your own
- help your professional network attract, convert and refer more leads
The downstream effects can include securing more COI relationships, improving yield from those relationships, and amplifying your own value even for those you’re introduced to through other channels.
Reach out to us for more details on how you could incorporate joint COI branding into your growth strategy.
