"Make it simple.  Make it memorable.  Make it inviting to look at."

 

Leo Burnett

Client Communication 

 

 

 

                                                                     

 

What you can expect from this best practice:

 

  • To create increased structure related to all aspects of your branding

  • To have a professional Introduction Kit which: 

    • Attracts the right types of clients (New Clients)

    • Helps clients understand who you are today (Existing Clients)

    • Introduces you to others in your Professional Network (Strategic Partners)

  • To ensure all other aspects of your branding are consistent

  • To build trust because of your Client Communication strategy

                                                                     

 

Establish Branding Consistency & Congruency

  1. Assign someone on the team to be responsible for Client Communications in terms of branding and consistency.

  2. Review the Communication & Branding Guidelines to assess your client-facing materials for consistency and congruency.

  3. Begin to carefully review each of the following areas of your Client Communication:

    • Traditional Facing Communication (Letters, Agenda, etc.)

    • Email

    • Introduction Kit

    • Website

    • LinkedIn Profile (or other social media presence)

    • Newsletters

    • Business Cards

    • Verbal Communication

    • All other client-facing communication (meeting tools, marketing, etc.)

  4. Make sure that all Client Communications are compliance approved.

  5. Use the Procedures Manual to gain consistency and quality control for all aspects of your Client Communication.

Create Your Introduction Kit

  1. To understand our recommendations for the Introduction Kit, review The Introduction Kit: A Branding Anchor.

  2. Use the Introduction Kit resources provided to get you started: 

  3. You may already have a graphic that illustrates your approach to comprehensive wealth management to clearly differentiate you from 'Investment Advisors.'  If you have a simple-one pager available from your firm, that you believe is a good fit - include it.  If you do not have access to a graphic, we have provided one which can be customized further.

    • Kit 7 - Wealth Management Graphic - Portrait [Word] or [PDF

    • Kit 7 - Wealth Management Graphic - Landscape [Word] or [PDF]

  4. Customize the Introduction Kit core templates provided to reflect your own style and branding.  you may want to build off or incorporate existing content if you believe it is a good fit.

  5. Only include other material if it will enhance the Introduction Kit’s ability to introduce you and your process for working with clients.

    • DO NOT include investment information, product brochures or educational material.

  6. Use the Introduction Kit Checklist to coordinate the process of completing either the creation or the updating of your existing Introduction Kit.

  7. Print and assemble several Introduction Kits (except Card and Cover Letter) to ensure efficient and timely distribution when needed.

    • Include one physical sample of the Introduction Kit that is never to be used for client distribution.  Mark the front of the Introduction Kit with the word SAMPLE so it can be used as a reference for anyone putting an Introduction Kit together in the future. 

 

The Introduction Kit is a key part of your branding and can be used in the following ways:

  • Introducing your team to prospective new clients (Client Onboarding)

  • Rebranding with existing high value clients (Client Rebranding)

  • Creating awareness and understanding with centres of influence, who we better define as strategic allies (Strategic Partners)

 

 

 

These two videos are the same, but are offered in two different formats to accomodate our users. 

If you cannot access YouTube (the first video) click on Vimeo (the second video).

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