Brand Discovery - Dan Cuprill

brand summary report

July 22, 2019

RESULTS-DRIVEN MARKETING BEAUTIFULLY DESIGNED

CONTENTS

Purpose

3

Anchor Statement

4

Unique Branding Proposition

6

“So…what do you do?”

8

Signature Story - Nikki Earley

9

New Name and Suggested Tag Line for Matson & Cuprill

11

M&C Vision, Mission, and Why

12

Brand Tone and Temperament

13

Launching the New M&C Brand

15

Tasks Remaining to Integrate Nikki into the M&C brand

17

Challenges in Establishing Nikki into the Matson & Cuprill Brand

18

Overcoming Challenges In Establishing Nikki Into The New M & C Brand

19

A Final Note About Your Brand Discovery Process

20

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purpose

THE M&C BRAND SUMMARY REPORT

The purpose of the Zine Brand Discovery is to bring clarity and focus to the one thing that sets you apart in your market, and learn how to express in a way that is unique to you. Business owners and entrepreneurs are visionary by nature. They can have hundreds ideas (and expression of those ideas) that make perfect sense to them, but are confusing or overwhelming to their market, and even to their own employees. Or, they are so entangled in the day-to-day operations that they are unable to see themselves clearly and objectively. This report summarizes what we identified as your strongest Unique Selling Proposition (USP) through our interview process and discussions with you. Your uniqueness is already inside of you. This process just brings it and makes it more clear. Within this report, you will see how we’ve rebuilt your brand message to bring greater focus to your USP, remove confusing or competing messages and other distractions. The copy in this report may be used as needed to create new marketing pieces, or updated existing pieces. The Brand Discovery may require changes be made to other parts of your marketing such as your visual branding, your website, your sales process, and any other elements that affect how people perceive you.

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anchor statement

ANCHOR STATEMENT

This is the go-to description of who you are and what you do. Sometimes referred to as your elevator pitch.

The three elements of your anchor statement are as follows: 1 - What does M&C do for their clients? We simplify the financial planning process and rescue people from making mistakes. 2 - What end result does M&C provide for their clients? M&C’s clients are freed from unreliable tactics common in the financial planning industry such as stock picking, market timing, bad tax planning, and other misguided media and news. They receive candid truth about investing and money management to take them out of the hit-or-miss guessing game and put them on a realistic path to success. 3 - What qualities does M&C bring to the table? M&C is therapy for financial anxiety. Most firms like to talk “data and numbers.” We go beyond to also address emotions and mental blocks (the “icky” stuff). Emotions such as fear or wrong beliefs about money result in anxiety, stress, and bad decisions. The M&C Retirement Rescue System™ is the remedy that clears the confusion and simplifies financial concepts. Once we address emotional and mental barriers, we’re able to achieve clarity, emotional peace, and financial security for our clients.

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anchor statement

M&C ANCHOR STATEMENT: M&C is a wealth management and advisory firm that rescues people from making bad financial decisions. Through education and coaching, we eliminate confusion, fear, and worry by bringing clarity to financial concepts and solutions. While other approaches can create unnecessary complexity, our Retirement Rescue System gives our clients understanding not just about their financial situation, but about the beliefs and emotions that sabotage their success.

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Unique Branding Proposition

UNIQUE BRANDING PROPOSITION What you do or how you do something that sets you apart from your competition and makes you unique, distinct, and special. Behind every wealth portfolio is a unique individual who has been shaped by their values, beliefs, desires, and the circumstances of their life. We firmly believe it is this combination of factors that has the greatest impact on financial success than any market data, chart, or graph we can give them. For this reason, we’ve built a unique system that enables our clients look at money in ways they’ve never looked at before, called the M&C Retirement Rescue System™ . The M&C RRS is a system that was developed based on the hundreds of candid and transparent relationships we’ve built with our clients over the years. We invest in each and every client by learning about their real motivations, their fears and anxieties, and any other obstacle that impedes their financial security. The M&C RRS identifies their real goals, the purpose of their money and the values they have attached to it. The end result is a comprehensive financial plan that is easy to understand with clear solutions that helps our clients do the things they want to do and feel good about it. The M&C RRS requires clients to invest 100% with us, which means new client acceptance rates are low and highly selective. For clients we do accept, we never

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Unique Branding Proposition

focus on just selling products but consider retirement income, taxes, insurance, and estate planning. We are not the right firm for everyone, but for those who are willing to invest 100% of their money with us, and are open to being counseled beyond market and investment data, we invest 100% of ourselves with them. THE M&C RESCUE RETIREMENT SYSTEM™ Step 1: IDENTIFY Identify Your Goals, Issues, Concerns and Interests Step 2: EXPLORE Explore Your Motivation and Timeline to Make Changes Step 3: DISCUSS Discuss Pros and Cons of Solution Options Step 4: DESIGN Co-Design A New Financial Strategy Together Step 5: DECISIONS Get to a Clear “Yes” or a Clear “No” to Implement

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“So…what do you do?”

“SO…WHAT DO YOU DO?”

A sample conversation showing how your new, clarified brand answers this common question.

So…what do you do?? I rescue people from making bad financial decisions. That’s interesting! How do you do that?

I simplify financial planning. Most financial planners like to talk data and numbers. I start with their money worries first, which identifies any wrong beliefs or ideas they have about money, which is often why they make bad decisions. So you’re a financial planner? Yes, but I prefer to say we’re therapy for the financially anxious. Once we uncover their real motivations behind their decisions, the planning becomes a lot clearer and less anxiety producing. That’s different. I’ve never heard it put like that before. That’s because our planning process is different. I don’t play the guessing games that people in this industry like to play, such as stock picking, market timing, complicated tax planning, or following media and news trends. We don’t do that. We coach them and educate, and give people candid truth about investing and about their real goals and motivations. This clears up a lot of confusion, removes unneeded complexity and puts people on a realistic path to success.

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Signature Story - Nikki earlEy

SIGNATURE STORY - NIKKI EARLEY

Why you do what you do? What is your story? What brought you to where you are now?

When I was a child, I remember watching my mom get up every day, put a suit on, and go to work. I admired the work she did, so naturally I followed in her footsteps. I went to business school and graduated with a finance degree. This led me to working in various positions in the financial industry from retail

banking to management to sales. With each promotion, I found what I enjoyed most was getting to know people and helping them find solutions when faced with financial challenges of any size. In fact, it is how I found my way to Matson and Cuprill. I met Dan Cuprill’s wife, Beth, working as a branch manager for a large bank. The ATM machine took her debit card and although this could’ve been handled by anyone at the branch (and probably should have been handled by someone other than the branch manager), I took care of it for her. In talking with her, I discovered our bank had denied a loan they needed for their business. I helped them re-apply, and they got approved. Over the next few months, I helped them with several other financial needs. Dan was so impressed by my willingness and ability to get solutions, he asked me to join his practice. What Dan and Beth didn’t know during that time was that behind the scenes, I was actively trying to rebuild my life and my shattered finances. I had recently returned to the work force from being a stay-at-home mom. My husband was a

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Signature Story - Nikki earlEy

real estate agent. And when the real estate market crashed, we ended up having to file bankruptcy. It was one of the biggest and most traumatic challenges in my life. Today, I’m very proud that I was able to return my family to financial security and provide for their needs. It proved to me that no matter what your situation, you can achieve financial security. That’s why I love what I do today: helping clients achieve security through understanding and sound financial planning. I went on to become a Certified Financial Planner and Director of Financial Planning with M&C, I learned that financial security is not about how much money you have, but about how you think about the money you do have. My mother’s example and my experience with bankruptcy were powerful influences on me. It is incredible how our experiences growing up influence our beliefs, our decisions, and ultimately our future. This is why I am 100% dedicated to the planning PLUS coaching process we have at M&C. I can show my clients charts and graphs and numbers all day long, but it will never stop their worrying or remove their fears unless I understand what motivates those fears and worries in the first place. Our clients at M&C are not looking for a jackpot in the stock market, or ways to game the system. We don’t believe in that. We form a coaching relationship with each of our clients that quells their anxiety and gives them security for their future. I work closely with my clients to co-design a plan with them, course correcting beliefs and behaviors over time so decisions aren’t made based on emotions or speculation, but on sound principles based on their true needs and wants. We’re not the right firm for everyone, but for those who are open to being coached and who are willing to invest 100% with us, we’re also invest ourselves fully in them.

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New Name and Suggested Tag Line for Matson & Cuprill

NEW NAME, LOGO AND TAG LINE FOR MATSON & CUPRILL

M&C | Simplifying the Financial Planning Process

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M&C Vision, Mission, and Why

M&C VISION, MISSION, AND WHY

This is mostly for internal use. Mission/Vision statements are used to build unity within your company and keep everyone rowing in the same direction. We help our clients live their lives without regret. Before we serve as their broker, or their insurance agent, or even their planner, we are their coach . As their coach, we evaluate their strengths and weaknesses, identify and remove obstacles, and protect them from making poor financial decisions based on market predictions and speculation. We do this by investing ourselves fully in our client to build long-term relationships that are grounded in honesty and transparency. Our clients enjoy uncomplicated solutions that meet their life’s goals, allows them do the things they want to do, and live their lives without regrets.

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BRAND TONE AND TEMPERAMENT

BRAND TONE AND TEMPERAMENT

What is the consistent mood, tenor, quality, character, and manner that you bring to all your interactions?

Key Words that capture the M&C Brand Brutal Honesty

Confidence Irreverence Simplicity Frankness Openness Candor Friendliness Plain Talk Honesty

Whole Story Naked Truth No B.S. No Nonsense Holistic, Unbiased, Fiduciary

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BRAND TONE AND TEMPERAMENT

Phrases and Headlines that capture the M&C Brand We Alleviate 3am Worries Your Current Advisor is Probably Ripping You Off and You Don’t Know It If It’s Free Advice, It’s a Sales Proposal. Without a Plan, It’s a Sales Proposal (We don’t know what to “sell” you without doing a full diagnostic) Returns Don’t Matter, Your Security Matters Don’t Show Numbers, Talk About Numbers Our Industry Tries to Make It Complicated to Convince People They Need Us. It’s Not Complicated. Your Investment Strategy Shouldn’t Be Based on a Crystal Ball Successfully Advising Clients is Not About Math We Stop You From Making Emotional Decisions Why Most Brokers Are Ripping Off Their Clients (Because of Stock Picking and Market Predictions) Retirement Rescue Your Investment Strategies Have More In Common with a Crystal Ball Than a Crystal Ball We Relieve Financial Anxiety

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Launching the New M&C BRAND

LAUNCHING THE NEW M&C BRAND

Top Level Plan to Introduce the New Brand Changing the name of your business can feel like a daunting task. Will I confuse my clients? What if I lose clients? Do I have to throw away all my old stuff? Although it may feel overwhelming, it is a straightforward process. We’ve created your new logo to visually connect to your old. In this way, it doesn’t feel completely new. People see the familiar initials and colors and feel 1 Draft a letter to your current clients that introduces the new name and logo, and why you did this. This should be sent via U.S. Mail and Email. Invite feedback and questions or concerns. 2 Send a followup letter or postcard to make sure they got the first letter. 3 Update your website with the new logo and replace all references to your old name with the new name. Mail the letter 3 days in advance so it arrives roughly the same day you launch your new website. Send the email the same day the website is launched. 4 Include the explanation of the change in a separate page on your website. 5 In legible text, always include the phrase “formerly Matson & Cuprill” where ever your new logo appears. Make it clickable to the page in item 4 above. This phrase should be inclulded in all printed or electronic correspondence. This phrase will need to be used for a minimum of 6 months. the connection to the previous name and logo. Below is an overview of the steps to take:

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Launching the New M&C BRAND

6 Reprint your business cards, letterheads, and any marketing collateral that touches new and prospective clients. 7 Create a plan to update your signage and other existing materials.

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Tasks remaining to integrate Nikki into the M&C brand

TASKS REMAINING TO INTEGRATE NIKKI INTO THE M&C BRAND

1 Make the website less “Dan” centric. 2 Incorporate the core messages of the Anchor Statement into the website 3 Add a separate page for Nikki’s story/bio. 4 Add videos of Nikki. 5 Change Ask Dan to Ask Dan and Nikki 6 Better communicate Nikki’s unique role as the Director of Financial Planning.

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Challenges in Establishing Nikki into the Matson & Cuprill Brand

CHALLENGES IN ESTABLISHING NIKKI INTO THE MATSON & CUPRILL BRAND

Nikki is more task focused. Her analysis and process oriented approach serve her well in her role as a financial planner, but create challenges for building a personal brand, which is less structured and more fluid. Doing videos or podcasts or anything else “off the cuff” does not come naturally for her.

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OVERCOMING Challenges in Establishing Nikki into the Matson & Cuprill Brand

OVERCOMING CHALLENGES IN ESTABLISHING NIKKI INTO THE NEW M & C BRAND

1 One well-done video is better than several poorly done videos, or no videos at all. Create one video that is well-planned where she can prepare. Put this on the home page. 2 Invest in a professional video company such as Crisp who will coach you and dramatically improve the subjects and the overall product through video and camera effects. 3 Have her select and focus in on specific aspects of popular topics about finances, money, investing, taxes, and create animation videos while she speaks. 4 Have her write blog articles about the above topics. Dan still provides more strategic, marketing focused blog posts and articles, so there is a little bit of both. People who are like Nikki (data focused) will appreciate her style and information. And even those who won’t read them will still take note of her expertise and authority in the subject.

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A Final Note About Your Brand Discovery Process

A FINAL NOTE ABOUT YOUR BRAND DISCOVERY PROCESS

As mentioned, the purpose of the Brand Discovery is to identify the strongest USP in your business and rebuild your brand message to bring better focus to it. This often requires removing distractions and confusing aspects that compete with your USP and dilute your message. The Brand Discovery will often requires changes be made to anything that affects how people perceive you. On the surface, your USP may sound the same as others in your market, but no one else can communicate and deliver it the way you can. The more personal touch you add to your marketing, the more people will feel a connection to you and want to do business with you. They will choose you not because you’re the cheapest, but because they like you and trust you. They like how you make them feel when they work with you. This perception is established and controlled not just in your visual brand, but in the tone of your marketing materials, in your sales process, in your operations, and in how you continue to “talk” and “present yourself” to your past, present, and future clients. You may find that the greatest change that needs to be made is not just in controlling how people perceive you, but in how you perceive yourself. People will almost always accept the value you place on yourself and your products and services. And that valuation begins in your own mind. As you make changes to how you look on the “outside” remember to make the appropriate changes to how you “think” on the side. The skills, talents, and gifts that you have are uniquely yours. No one else has them in the combination that you have them. And no one else can communicate and deliver them the way

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A Final Note About Your Brand Discovery Process

you can. They’ve been given to you for your benefit and for the benefit of others. Always remember that and believe it regardless of what your circumstances are. Don’t let anyone or anything tell you otherwise. There are many people who stand to benefit from you and what you offer. And there are others who you are not called to help. Focus on the former group. They are waiting for you.

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A WEALTH MANAGEMENT AND ADVISORY FIRM THAT RESCUES PEOPLE FROM MAKING BAD FINANCIAL DECISIONS