401(k) Specialist Issue 2 - 2023 - 36

401(k) BRAND MANAGEMENT
The Power of Personal Branding:
Differentiate Yourself and Drive Success
By Sheri Fitts
WHEN FAST COMPANY magazine was first
launched in 1995, the initial target audience
consisted of forward-thinking business
professionals, entrepreneurs, and thought
leaders who were interested in innovative
ideas and trends in the world of business.
The cover of the 10th edition of the magazine
in August of 1997 looked like a box of
Tide detergent, except that the words were
different, " The Brand Called YOU. You can't
move up if you don't stand out. " Curiously,
that subhead still rings true.
To truly stand out from the crowd and
showcase you, your firm, and your value,
having a good reputation isn't always
enough. You need a remarkable personal
brand. It's essential to distinguish between
reputation and personal brand. Your reputation
is based on the opinions that others
have formed about you based on your
actions and behaviors.
Your personal brand? It's much more
intentional. It's how you want people to see
you. It's not just about credibility but also
about visibility and the values you outwardly
represent. You know them. You see them.
People who seem to be clear on the signal
they're sending. They bring all the pieces of
who they are and serve into what they do;
that is the core of an intentional personal
brand.
In their recent research, Brand Builders
Group dove into the benefits of personal
branding and pointed them out in a
variety of ways. One impactful statement?
" The forthcoming generation of leaders
and trendsetters with the most significant
spending power for the next 30 years, do
not consider personal branding a game
of vanity or popularity, but a much more
'critical' and 'essential' component of work,
learning, and trust that influences their
everyday life. "
Of course, this makes sense. Millennials
and younger cohorts have grown up in a
36
ISSUE 2 2023 | 401kSpecialist.com
A strong personal brand can help you:
Stand Out: By differentiating yourself
world where social media and digital platforms
enable constant self-expression and
sharing of personal stories. As a result, they
recognize the power of personal branding
in creating opportunities, establishing credibility,
and differentiating themselves in an
increasingly competitive landscape.
And yet, some Boomers and older
Millennials may question the direct impact
of personal branding on their personal and
professional lives, seeing it as a superficial,
navel-gazing exercise that's not worth the
time and effort. Others may fear appearing
overly self-promoting or narcissistic, preferring
to let their work and accomplishments
speak for themselves. There are also those
who feel uncomfortable sharing experiences
online for fear of negative comments or
consequences.
" Know, like, and trust " is a phrase that
we hear from consultants and marketing
experts all the time-and for good reason.
Building a personal brand that cultivates
" knowing, liking, and trusting " is crucial to
success. Yes, credential and knowledge is
essential; but forging meaningful connections
with your audience on an emotional
level is the secret sauce.
from the competition and showcasing what
sets you apart, you can make a lasting
impression as an expert in your field. This is
crucial for advisors who want to be seen as
more than just another option.
Attract New Clients: Emphasizing your
expertise and unique personality as an
advisor will help potential clients recognize
the value in working with you. By showcasing
your distinct qualities and offering
superior service, you'll be more likely to
attract the kind of clients you want.
Establish Thought Leadership:
Demonstrate your knowledge and experience
by sharing insights and expertise on
social media, blogs, and other platforms.
This will establish you as a credible authority
and thought leader in your industry.
Retain Clients and Grow Your Business:
Establishing a strong personal connection
with your clients will deepen their
trust and loyalty, encourage referrals, and
lead to long-term growth for your business.
Finally, there's a well-known adage in the
business world that goes something like
this: " People don't pay for what you know;
they pay for who you are. " This is never truer
than in the world of personal branding.
Sure, having expertise and experience is
important, but what sets you apart is your
unique personality and style. It's the way
you connect with clients, the empathy you
show, the way you make them feel that
makes all the difference.
Take the time to develop your personal
brand and see the power it holds to attract
new clients, deepen relationships, and ultimately
drive success in your business.
Financial services marketing expert Sheri Fitts is the
founder/CEO of Sheri Fitts & Co. and founder of a
new branding event called SWAY | LIVE set for San
Diego Aug. 7-9, 2023.
https://sherifitts.com/ https://web.cvent.com/event/6bd853e4-1500-4bc2-bd1c-aa3a1ecbb8a2/summary http://www.401kSpecialist.com
401(k) Specialist Issue 2 - 2023

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