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Marketing Discovery 

The branding process helps businesses discover who they are authentically, understand what they stand for and how to communicate that consistently. 

Our process will ultimately uncover key components that build your brand’s foundation and drive a cohesive message and image. It includes developing the company’s mission, differentiators, values, voice, tone, messaging and graphic identity.

To get us started on our marketing journey, you are being asked to take a step back in your busy day and thoughtfully share your feedback and vision. There are four sections to this discovery document that provides a basic framework for your brand development. You will see a series of questions that are a blend of: sliding scale questions from 1-5 with 1 being least interested and 5 being most interested, multiple choice – of which you can choose as many as apply – and open-ended

Section 1 - Your Clients
Section 2 - Your Business 
Section 3 - You - the Advisor/Business Owner
Section 4 - Your Competition 

Let’s get started!

First Name
Last Name
Email

Section 1:  Learning about your clients. As you answer these questions, think about your ideal client – the one who you would like more of.  

Our clients pick us because:
How interested is your ideal client in preserving traditions?
How interested is your ideal client in adventure and exploration?
How interested is your ideal client in passing down a legacy to family?
How interested is your ideal client in personal growth?
How interested is your ideal client in mentorship and guidance?
How interested is your ideal client in execution and accuracy?
How interested is your ideal client in sharing personal values with an advisor?
How interested is your ideal client in having a personal relationship with an advisor?
Which words describe your ideal clients’ values:
Describe your ideal audience: (Please pick top 1-3)
Other:
Do you have a specific minimum investment range for you to consider taking on a client?
What is your sweet spot and why?
What do your clients have in common?
Other:

Section 2. Now let’s talk about your company.

We believe in:
We pursue:
We seek:
We love:
Our clients want to work with us because:
We are different because:
We excel at:
If your brand was a car it would be?
Describe your process, list your specific steps:

Naming Your Business

Naming your company can seem like a daunting challenge, but basically all company names can be categorized into the following seven types described below.  The first step is deciding which one of these types your business  identifies with more. This helps guide the remainder of the naming process. 

But first, do you already have a name in mind or a name direction in mind?
And if so, share your thoughts on how you arrived at this name?

Seven Naming Categories: 

1. Acronym Company Names (IBM, BMW, IKEA, CVS, GEICO)
A common type of brand name are acronyms, for good reason, especially in business-to-business settings or in rebranding projects that might previously have been using long or confusing names.

Is your brand a partnership that would be confusing to say or write out?

2. Geographical Company Names  (Southern Capital, Arizona Tea, New York Life)  
Another type of brand name that you can use is a geographic brand name. If your business is connected to a specific geographical place and it shares strong ties to that birthplace, then a geographical brand name might be the right one for you.

Would your brand benefit from the inclusion of a geographic location?

3. Descriptive Company Names (Advanced Investments, Paypal, Whole Foods)
The clue is in the name. Descriptive names describe the product or service, literally. Descriptive names can be useful for positioning a brand very clearly, and for B2B brands where purchasers want to know exactly what the brand is selling. They can be very useful and leave less room for misinterpretation and like most names gives a larger organization a clear objective.

Would your brand benefit from stating a clear objective?

4. Evocative Company Names (Apple, Nike)
Compared to descriptive brand names, evocative names are more unique and, if you plan on gaining considerable brand awareness, can give you plenty of upside. They give the viewer and listener an information gap that they themselves need to fill.

Would your brand benefit from a name that stands out?

5. Invented Company Names (Verizon, Kodak, Google)
If you find yourself in a situation where you really want to stand out from the crowd, an invented brand name might be the right way for you to go. Sometimes novelty makes the message stick and positions your brand better than what another type of brand name would.

Would your brand benefit from a name that is more unique?

6. Lexical Company Names (Tiktok, lululemon, Zoom)
Lexical brand names use playful wording to form company names. These types of brand names can combine sounds and meaning, and can be used in a number of different ways. You can mix different words up and spell words the wrong way.

Would your brand benefit from a name that combines words or phrases?

7. Founder Company Names (Morgan Stanley, Ben & Jerry, Johnson & Johnson, Boeing) 
In some instances it makes sense to create founder-based brand names. It could be due to a familial connection, previous well-known experience that a founding member or members have, or, just simply, that you want to.

Would your brand benefit from a name that people know?

Section 3. Now let’s talk about you - the advisor and the business owner.

What type of advisor focus best describes you and your approach?
Which words describe your business values:
Other:
Tell us your story. Why did you become a financial advisor? What was the “Ah ha!” moment that made you want to follow this path?
What are you on a mission to do?
How do you want to make clients feel?
What is your office attire when you are seeing clients?
How interested are you in preserving traditions?
How interested are you in adventure and exploration?
How interested are you in passing down a legacy to family?
How interested are you in personal growth?
How interested are you in mentorship and guidance?
How interested are you in execution and accuracy?
How interested are you in sharing values with clients?
How interested are you in having relationships with clients?
Provide the names and website links to at least three businesses in your industry you like.
Provide at least three quotes from others – or yourself – that resonate with you personally or professionally.
Provide your own business and personal social links.

Section 4. Let’s talk about your competition: Take a minute to think about someone you would consider as competition. Who is it? What do they do? What are their values?

Which words describe your main competitions’ values:
OTHER:
Provide the names and website links to at least three direct competitors.

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