AXA Wealth
Stage 6 –
Managing your
brand
For financial adviser use only. It should not be distributed to, or relied upon by, retail clients.
This guide includes a practical means of assessing whether the image and promises
implied by your corporate branding and marketing materials is matched by the reality
of a client’s experience when being dealt with by your business and the people in it.
What is a “brand”?
Your company’s brand can be defined as:
A name, sign, symbol, design or a combination
of these intended to clearly identify your services,
and differentiate you from the competition.
Why is a brand more than just a logo
and a clever strap-line?
The origins of brand lie in the process of livestock
branding in order to identify animals on prairies,
at markets and in the event of theft. Buyers would
learn to look for brands of suppliers known for the
best quality stock.
Today, a business recognised for delivering
consistently on promises relevant to the markets
it seeks to serve is recognised as having strong brand.
Leading brand names create a positive image in
the minds of their customers when any association
with the business is made e.g. company name, logo,
names of employees, advertising etc.
Achievement of leading brand status requires not
only a suitable corporate image, but also control
and management of the way goods and services are
promoted, distributed and serviced. This means client
expectations are managed and hopefully exceeded.
First step – creating the desired brand image
Expert marketing agencies are able to help you create
a corporate image for your stationery, premises and
marketing materials that reflects the style and quality
you feel is appropriate for your market(s). This is a first
step towards positioning your business as you want
it to be perceived.
Managing your brand
True Positioning – managing delivery of the
brand promises
The true position of your business in the eyes of your
clientele and strategic partners will be determined by
how the delivery of advice and service matches the
quality and image promoted, implied and explicitly
promised. You need to proactively “manage” the
brand and reputation of your business. In short, does
your business “do what it says on the tin” to the right
standard?
How can you develop your own brand?
Understand the market(s) in which your business
operates. Take the time to investigate the market,
your competition, threats and opportunities. Are there
admired peers you think you can emulate or surpass?
Where do you want your business to fit in your chosen
market and what qualities will it need to possess and
communicate in order to achieve that position?
Ask yourself what traits or values you want your
customers to describe when they think about your
business e.g.
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Cost conscious
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Approachable/Friendly
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Knowledgeable/Experts
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Professional/Qualified
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Innovative/Leading edge
The answers to that question should help you to
determine the goal of your primary brand message.
There are countless marketing agencies eager to help
you through the process of developing your brand
and creating images and materials that capture the
essence and messages you wish to convey.
Managing your brand
Every possible contact you have with a customer or
potential customer needs to prove that the brand
values you espouse are matched by day to day reality.
The key areas that require creation, control and
management include:
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your business name
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the names of your products or services
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any slogans or catchphrases you use
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your logo
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the style and quality of your stationery
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your product pricing and packaging
your premises i.e.
–location
–parking
–accessibility
–frontage
– reception décor and layout
– initial greeting
– meeting rooms
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where and how you advertise
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how you and your employees dress
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how you and your employees behave
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the language you use
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how you acknowledge your clients both written and
spoken word
your company website
If these factors all operate consistently in line with
your brand values, your brand will be strengthened.
Misalignment could undermine your brand message
and the reputation of your business and the chances
of clients remaining loyal advocates.
All employees have a crucial part to play in “managing”
your brand. Their behaviour has a powerful impact on
how customers think about your business. Selection,
recruitment, development and retention of staff who
can deliver behaviour and service that matches what
your brand promises are therefore key steps in building
the brand from within.
Get regular feedback from customers to check
that your business is consistently delivering on its
promises. Dissatisfied and former customers can
provide the most candid and valuable information
about your true brand position. Honest and
constructive criticism can help you see where there’s
room for improvement. Action you take as a response
also enables you to ensure all clients are treated fairly.
So how well is your business positioned in line with
the brand you desire?
Included in this document is a simple pro-forma for
you to complete. Involve employees and customers in
its completion to get a fully rounded view.
Business brand analysis
Record in the box below what brand messages, promises and qualities of your business you wish to convey
through your logo, your advertising and every other element of your business.
(See the following page for examples)
Record in the box below, what impressions you wish to create in the minds of your customers with regards to
your company values and how you behave i.e. your business culture.
(See the following page for examples)
Now assess the extent to which the way you operate and present yourself is consistent with the way you’d like to
be perceived by your clients and prospects. Ideally, feedback from your team and clients will inform your verdict.
1 = Negative feedback received 5 = Compliments received
Element
Your business name
The names of your products/services – explained in sufficient detail?
Any marketing slogans/catchphrases you use
Your logo
Your premises i.e. frontage, reception décor and layout, initial greeting, meeting rooms
and general office areas
Where and how you advertise
How you dress
How your employees dress
How you behave amongst the team, treat each other
How you behave with clients
How you greet your clients, face to face and by telephone
The language you use with your clients, both verbal and written
Your website
What actions will you take as a result of this analysis?
Score 1 - 5
Examples of brand messages, promises and qualities of a business some of which may be consistent with
those you wish to convey through your logo, your advertising and every other element of your business.
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We will constantly seek to improve your situation
We are completely independent
We will always help you take the long term view
We are knowledgeable and will always strive to make you aware of anything relevant to your plans
and objectives
We provide an elite service to our clients
We are innovative
We represent value for money
Our service is second to none
We are responsive
We are ready to support anyone who needs help with their financial affairs
We leave no stone unturned in ensuring investments consistent with your plans and objectives
We will always listen to you and give you the time you need to make your decisions
Your needs will always come before ours
We will always act with integrity and honesty
We keep our promises
We keep it simple for you to understand
Examples of impressions you may wish to create in the minds of your customers with regards to your company
values and how you behave (i.e. your business culture) that may be consistent with your own values and culture.
Courteous
Friendly
n Business like
nFormal
nPersonable
nKnowledgeable
nApproachable
nFlexible
n Hard working
nOptimistic
nHappy
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AXA Wealth, Winterthur Way, Basingstoke RG21 6SZ. Telephone number: 01256 470707. As part of our commitment to quality
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AXA Wealth includes the following companies: Architas Multi-Manager Limited (No. 06458717), AXA Portfolio Services Limited
(No. 01128611), AXA Wealth Services Limited (No. 02238458) and AXA Wealth Limited (No. 01225468). All of these companies
are registered in England and limited by shares. Their registered office is 5 Old Broad Street, London EC2N 1AD.
Each company promotes and distributes its own products and is authorised and regulated by the Financial Services Authority.
AXA Wealth Services Limited also promotes and distributes the products of AXA Isle of Man Limited and AXA Life Europe Limited
in the United Kingdom. Details of the companies offering specific products are shown in the product literature.
RDR0025 January 2012