(Photo: AP)
Have you been to a Walt Disney park? I just took my family to Disney World in Orlando, where branding and customer service is king.
When visiting these resorts, you're treated like a guest in someone's home, not someone buying a product. The experience doesn't end there.
Employees are referred to as "front of stage" or "back of stage" staff. The core value of treating the customer like a valued guest also extends to staff. This philosophy is true even of Disney stores in a local mall.
It's clearly evident that the visual branding of Disney is excellent, but when you look at interactions in how its customers are treated, you see how the verbal messaging also aligns with the exterior presentation.
As an advisory firm, creating cohesive verbal and visual messaging can positively affect your client relationships too. Here's how to get started.
Build Verbal Messaging
By building your firm's visual brand first, you can easily get off track or out of sync with your firm's communication style.
Instead, begin by formally structuring your verbal communication and messaging. This process starts with your core values: what you do and how you want to be ideally perceived by those you serve.
Your verbal communication should be an outgrowth of the core values. If your core values include honesty and transparency, your communications with clients need to reflect the same.
From there, focus on "why" you do what you do. Ask "Why did I get into this profession, and why do I care about the specific client I've chosen to focus on?"
Clarity of Purpose
Addressing the why of your firm affects every area of your service. Also, it is a central consideration when developing your verbal messaging, which helps clarify who you serve, why you serve them, and what your process is to engage with each unique investor.
