What is a well-built brand and how does yours compare?

Brand building is something that happens over time. So you may look at the collateral and the content you’ve built up through the years and wonder, Is it enough? How does it really stack up and where do we go from here?

We created the visual below as a representation of a core external brand. With the various items plotted on a timeline of the client relationship, it may provide some perspective on what has become the new standard in client and prospect engagement. 

The external brand timeline will vary from one firm or advisor to the next, and each segment could be built out in myriad ways. But this is a reasonable baseline for a well-constructed outward-facing brand that creates a distinct experience for prospects and clients at each major touch point. 

So if you were to plot your own, what would it look like?

In a recent post, we discussed the importance of finding and strengthening your external brand’s weakest link. If you can visualize this concept of a continuous chain of experiences from first introduction to annual reviews and communication, you may find you have some gaps, some overlap, or some resources that are being underutilized. 

Not only should your strong and weak points become clearer, but the degree of uniformity should be more evident as well—you might have a good range of brand collateral, but is the content up to date, and is each piece used consistently by the relevant members of your team?

If you’re a client of ours, we can help you populate your brand timeline with both existing and priority materials. Otherwise, you’re welcome to reach out and we can help you decide where to focus your marketing efforts.