A few weeks ago, we spoke about the importance of communicating with your clients during the bad times as well as the good. Recently, we stressed the danger of a disconnect between your online and your offline presence. In this post, we’d like to continue that theme. The markets are relatively calm again for now, but who knows what lies ahead? One of your portfolio managers may think that we’re due for a market downturn. Another may forecast smooth sailing ahead. And, they are both out there communicating their individual points of view to YOUR clients.
What’s wrong you may ask? After all, we said communication was the important thing! Well, it is, but that is only half the equation. You’re out there trying to create an organizational brand presence, not a “cult of personality.” In order to do that, you need to have a firm-wide point of view that is consistent across all individuals. Consistency demonstrates conviction, interaction among the professionals at your firm and control at the highest level.
On the other hand, you (and the experienced professionals at your firm) don’t want to lose the personal relationship aspect that your clients may have with their portfolio manager or advisor. Luckily, technology makes it easy to “mass customize.” Contact management systems allow you to send a consistent message out to your clients with the company brand prominent but versioned off by individual areas reserved for variable picture, name, bio and/or contact info. It’s the best of all worlds – consistency….with personalization.