Wednesday, November 02, 2016

Building Your Brand

By Dina Mestel, Sales Trainer

What is a brand? It is the message that you are projecting to potential customers about your company, representing who you are, what you are trying to say, how you want to say it, and who you’re trying to reach with your message.

Brands can build incredible value for companies big and small. Over time, people choose less based on product and more based on brand. A great example of the value of a brand is the sale of Cadbury to Kraft for $19.5 billion. What did all of that money really buy? The chocolate? The factories? The recipes? No, it bought the brand.[1]

There are several ways a strong brand can impact your business. One major component of your brand is your logo. A logo design is critical because it will be on every piece of correspondence and advertising. It should be memorable and give the desired impression of your company. But, don’t stop there. Proper branding creates a professional appearance that can build credibility and trust. Clients are more likely to do business with someone who appears polished and put-together.

Advertising is another important component of your brand. Making sure that you are creating a strategy to target the appropriate audience is paramount to your success. Branding also has the power to generate new customers. In our industry the best prospective clients are referrals. By far the most profitable advertising source is word-of-mouth referrals. These only happen when you have delivered a satisfying, memorable experience to your client.

Defining a brand and developing a brand strategy can be a complex, daunting task, but it’s a necessary one. Your brand strategy will determine how, what, where, when, and to whom you plan on communicating and delivering your brand messages. 

Ann Arbor Annuity Exchange offers the services of Next Step Creative Image Solutions to help guide you through this process. Your brand is not just a logo, although that is part of it. Next Step offers image consulting and identity solutions in addition to promotional materials and printing services. You can incorporate Next Step’s branding experience with the insights about branding and marketing best practices provided by your personal marketer at Ann Arbor Annuity Exchange to implement the most effective brand strategy for your business. Additionally, if you are an AAAE producer, we may be able to defray part or all of the cost* of these services based on the marketing program you qualify for. Contact your personal marketer at 800.321.3924 to get more information.
Dina Mestel | Sales Trainer
Ann Arbor Annuity Exchange
Ph: 800.321.3924 x119 | Dir: 734.786.6119

[1] Goodson, Scott. “Why Brand Building Is Important” Forbes. 27 May 2012. Web. Accessed on 29 Apr 2016 at

*Ann Arbor Annuity Exchange reserves the right to alter or discontinue this incentives at any time without prior notification. Agent must be in good standing. Participation may be affected for producers associated with an AFMO, Agency, hierarchy, or under a Broker Dealer Master Contract, and may be reviewed on a case-by-case basis. Registered Representatives may need to obtain approval from their Broker/Dealer prior to participation. New York production is not included. Some products not included; other exclusions and reductions may apply. See complete business rules for details. 

Ann Arbor Annuity Exchange is not affiliated with Next Step Creative Image Solutions. Although we may promote and/or recommend the services offered by this company, we do not guarantee the accuracy or quality of their services. Agents are ultimately responsible for the use of any materials or services and agree to comply with the compliance requirements of their state(s), broker/dealer and registered investment adviser (if applicable), and the insurance carriers they represent.

Designed for Financial Professionals.