Summary: If you’re an advisor who’s aggressive about carving out your fair share of the market, you’ve got to be skilled in “hand-to-hand combat.” In other words, you need to successfully articulate the uniqueness of your brand and be able to position it against the competition. The good news is that the competitive universe is usually limited to a small group in your geographic area.
 Every great brand has passionate employees who understand what makes them special and exactly how to communicate it to anyone they encounter. As the person in charge, it’s important to be the brand evangelist and “live it” every day in the workplace. It’s effective to “see it” in everything you do, but actions speak louder than words, so be sure to set an example for your staff.”John Capuano, co-founder, Lone Beacon Media. |
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