1. Personal Branding for Financial Advisors

2. What we will discuss A definition of brand Why building a brand is important A BRAND framework It’s not all about you

3. Debunking some myths

4. First A brand is not just a logo

5. This is not a brand

8. Second A brand is not a personality

9. A brand is not a product

10. So What Exactly is a Brand?

11. A brand is a person’s gut feeling about a product, service, organization or an advisor 

12. A brand is defined by individuals, not companies, market segments or audiences It is a GUT FEELING because people are: –emotional –intuitive –non-rational

13. IT’S NOT WHAT YOU SAY IT IS

14. IT’S WHAT THEY SAY IT IS

15. Personal Branding Using a deep understanding of your unique gifts and distinct purpose to influence how you are perceived by others.

16. Why is Having A Brand So Important? People have too many choices and too little time Information consumes attention

17. A BRAND Framework

19. Biography and Business You as a Person. Your Stories. Your Business

20. A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours

21. A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience

22. A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your “Tribe”

23. A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your “Tribe” Differences Your Focus. Your Remarkable Features.

24. Biography & Business

25. Unique gifts Unique experiences Unique history The authentic you Biography

26. Whole Person PersonalProfessional – Doug Towill 10 years as professional consultant 14+ years in investment mgt Practice Management - not Product Trends and Tools “Cutting edge – communicated” Small town boy (born in Moosejaw) Business junkie (Bcomm. MBA) West Coast/Left Coast Proud father of twin girls Tons of travel – love it

27. Tell Your Story

28. Stories Say A Lot About a Person My father/my children My best partners The best lessons I learned from my clients A lesson I have learned …the hard way The “My most embarrassing moment” story The “How I met my wife” story A difficult decision and how I made it The “Why I do what I do” story

29. Business What is the deep need that you satisfy? What is the real value that you provide to the clients?

30. What are you really good at? What are you the best at? What is your competence? P ersonal B RAND S tatement

31. Reasons Business Beliefs Behaviour/Actions

32. A deep search and “fearless inventory” 1.What has your experience in this industry taught you? 2.How does it impact your behaviour and relationships? To answer two questions:

33. We believe Therefore we

34. Your Business Beliefs Behaviour #1 Behaviour #2 Behaviour #3 Business Belief #1 Business Belief #2 Business Belief #3

35. Choose 3 to 5 areas your business will NEVER compromise

36. A ctions Client Experience P rocesses

37. Client Experience

38. Three Questions 1.What experience do your clients want from their relationship with you? 2.What are the major client touch points or activities? 3.Do the activities provide real value and are they remarkable?

39. Customer Touchpoint Audit Exceptional Needs Improvement IntroductionE-mailWebOfficeMeetingInvestmentOngoing VisitCommunication Client Experience

40. Process - Example 1 InvestDiscover NeedsMonitor

41. Process - Example 2 Step four: Provide written recommendations and alternative solutions Step one: Clarify the client’s present situation Step six: Provide periodic review and revision Step two: Identify both financial and personal goals and objectives Step three: Identify financial problems Step five : Implement the right strategy

42. Client Experience - Example 3 Annual review Education and communication Action plan Strategy and implementation What is success? Compatibility and priority Assessment Worry-free Wealth Management

43. Niche

44. Not your “niche” Their “tribe”

45. The End of Traditional Client Profiles/Categories From Age Income Assets Occupation Gender Family Individuals Lifestyles Personality Traits Beliefs Experiences To

46. Becoming Part of the Tribe Identify a specific group - Have they selected you? Gain a deep understanding of their issues and needs. Create an educational program Locate the “watering holes” –Regular meetings –Common periodicals/publication –Their COI’s –Their websites Package your entire offering to be uniquely attractive to them

47. Differences

48. The three most important words in differentiating your personal brand

49. Focus

52. Is This How Your Customers See You?

53. Problem: We are “hard wired” to protect us from too much information

54. Our brains are programmed to notice only what’s different

55. Solution: BE DIFFERENT

56. NO. REALLY DIFFERENT

57. A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your “Tribe” Differences Your Focus. Your Remarkable Features.

58. Brand “X” Exceptional Brand “R” Remarkable What Brand do you want to be?

59. Remarkable things get Remarked about

60. IT’S NOT ABOUT YOU

61. IT’S ABOUT THEM

62. Two Personas 1.Walks into a room and says “Look everyone. Here I am!” “Aha, there you are!” 2.Walks into a room and says

63. 80/20 RULE

64. 80 Differentiate yourself by: The questions you ask The way you listen The relationships you build

65. 20 Help the clients and prospects by being very ready to articulate: Your value Your brand

66. Questions? pd@ci.com

67. www.ci.com/pd

68. Thank you

69. The information contained herein is qualified in its entirety by reference to the detailed information in the simplified prospectus of the fund(s). CI Investments Inc. cannot accept any responsibility for any loss arising from any use of or reliance on this information. Commissions, trailing commissions, management fees and expenses all may be associated with mutual fund investments. Please read the prospectus before investing. Mutual funds are not guaranteed, their values change frequently and past performance may not be repeated.