Back in our parents’ day, deciding where to spend your money was a lot easier. There were likely only one or two plumbers, lawyers, real estate agents, banks, chiropracters to choose from in any given neighbourhood–because, before the internet, most people didn’t look much farther when they needed something done. And professions like business coaches, marketing consultants, financial advisors, didn’t really exist, at least, not for the average person.
But all that’s changed.
Today, there is Google, the number one way in which people search out the service they need. And when you Google ‘financial advisor’ today, you are likely to get dozens of listings in your town or city, not one or two.
So how does one choose?
It used to be the bigger the business, the more successful it was thought to be. But over the past decade there’s been a slow shift away from the faceless, often uncaring, corporations of yesteryear. Today’s customers want personal service. They want to know to whom they’re speaking. And they want to know what that person or company stands for. The differentiator, in other words, is their brand.
The articles we’ve posted below are about very different groups —investment advisors, and job hunters–but in each case, they make the same point: developing a strong personal brand is not just an advantage, but, in today’s highly competitive–and personalized business world– a necessity.