The document discusses the principles of building an IFA (Independent Financial Adviser) brand, emphasizing the importance of understanding stakeholders' perspectives and effective communication. It references Wally Olins' branding model, highlighting the need for engagement and usability in services due to changing consumer expectations and the disintegration of traditional media. Businesses must now make a positive social contribution and facilitate interactions within networks to succeed in branding.

1. How to build an IFA brand

2. OK. It’s not really a question of how to build an IFA brandHow to build an IFA brand

3. But any brandHow to build an IFA brand

4. So...How to build an IFA brand

5. So...How to build an IFA brand...let’s think about it this way.

6. And let’s start with Wally Olins

7. And let’s start with Wally OlinsIn my opinion,Wally Olins is theGodfather of brands...

8. And let’s start with Wally OlinsAnd an exquisite communicator of ideas

9. And let’s start with Wally OlinsI’ll share his boiled-down brand model with you in a moment

10. But first let’s make sure you’re clear about the difference between...

11. But first let’s make sure you’re clear about the difference between...Brand

12. But first let’s make sure you’re clear about the difference between...Branding...and

13. Branding enables people tounderstand how to navigate your products, services and organisation...

14. Whereas your brand is a consequence of how you go about doing it.

15. Wally Olins reduces the elements of a brand down to a very simple model.

16. What’s the big idea behind your business’s products and services?Core idea

17. What’s the big idea behind your business’s products and services?but from your stakeholders’point of view and not yours?Core idea

18. ProductHow’s the big idea expressed in the products or services that your business offers to the outside world?Core idea

19. And how doyou enable the outside world to engage with you?EnvironmentCore idea

20. And how doyou enable the outside world to engage with you?EnvironmentCore ideaFor instance via a shop, the web or face-to-face consultation?

21. Core ideaAnd how are stakeholders able to interact with your business?Communication

22. Finally, how doyou – and the people working with you – help express the big idea?BehaviourCore idea

23. ProductEnvironmentBehaviourCore ideaCommunication

24. That’s the triedand tested theory that addresses the issue of...

25. That’s the triedand tested theory that addresses the issue of...How to build an IFA brand

26. But thanks to the consequences of innovationin technology...How to build an IFA brand

27. And its effect on peoples’ expectations of how they consume products and services.How to build an IFA brand

28. It’s probably more appropriateto address this issue instead...How to build an IFA brand

29. It’s probably more appropriateto address this issue instead...How to build an IFA brandthese days

30. ProductBecause this model is subtly changing...EnvironmentBehaviourCore ideaCommunication

31. ProductIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunication

32. HereProductIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunication

33. HereService designIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunication

34. Service designIn two reallyinteresting waysEnvironmentBehaviourCore ideaAnd hereCommunication

35. Service designIn two reallyinteresting waysEnvironmentBehaviourCore ideaAnd hereConversation

36. ProductService designIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunicationConversation

37. ProductService designHow you enable interaction with consumers of your business’s products and services determines its usefulnessCore idea

38. Core ideaAnd its usefulness makes what you offer more interesting for consumers to share with other peopleCommunicationConversation

39. But why’s this happening?

40. Because the mass media model of communication is disintegrating

41. Because the mass media model of communication is disintegratingBrands no longer ‘control’ consumption of messages about their businesses

42. Because the mass media model of communication is disintegratingBrands no longer ‘control’ consumption of messages about their businessesConsumers no longer depend on a small number of media channels

43. Because the mass media model of communication is disintegratingBrands no longer ‘control’ consumption of messages about their businessesConsumers no longer depend on a small number of media channelsPeople create and realise their ownnetworks of individuals and organisations with common interests

44. So to build a successful brand these daysmeans your business must make a positive social contribution wherever people congregate

45. So to build a successful brand these daysmeans your business must make a positive social contribution wherever people congregateWhether that’s individually, in groups, in real-life or online

46. So ask yourself...

47. So ask yourself...How do I engage with my network?

48. So ask yourself...How do I engage with my network?How usable is my service?

49. So ask yourself...How do I engage with my network?How usable is my service?How can I help my customers to help me?

50. Covester.com enables people to congregate and connect around a common interest - investing

51. Covester.com enables people to congregate and connect around a common interest - investingBut it also enables them to track and invest in each others portfolios

52. TripAdvisor.com enables people to congregate around a common interest – travel

53. TripAdvisor.com enables people to congregate around a common interest – travelPeople share their experiences of destinations and, by doing so, create a rich source of valuable travel information for one another

54. Getsatisfaction.com enables businesses to create support communities among customers

55. Getsatisfaction.com enables businesses to create support communities among customersBy doing so, brands enable customers to help customers use their products and service AND they gain incredibly valuable insight

56. So back to the original issueHow to build an IFA brand

57. Just think about the amountof work it takes to stay in touch with all your existing clients...

58. In fact, they never go away.

59. In fact, they never go away.Until now, you’ve never been able to easily stay connected.

60. In fact, they never go away.Until now, you’ve never been able to easily stay connected.These days, you can with little or no effort at all.

61. So ask yourself...

62. So ask yourself...How can I engage with my network?

63. So ask yourself...How can I engage with my network?How can my service be more usable?

64. So ask yourself...How can I engage with my network?How can my service be more usable?How can I help my customers help me?

65. Because...

66. If you engage with your network

67. If you engage with your networkIf your service is really usable

68. If you engage with your networkIf your service is really usableIf you let your customers help you help them

69. If you engage with your networkIf your service is really usableIf you let your customers help you help themThen you’ll have a brand

70. www.twitter.com/ianthomas_mrmwww.mrm-london.com

71. Sources & AcknowledgementsSlide 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt's photostream at Flickr.comSlides 10-14: Road-signimage: Splorp's photostream at Flickr.comSlide 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.ukSlides 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM