SelfBrand Strategy VII. The Client Advocate
The Client Advocate
Gloria Allred
Appealing to the identity of a specific target group of customers - to their quirks, preferences, and attitudes - can be a powerful personal positioning strategy. Also known as user positioning or target market positioning, as a client advocate, you build your brand around the core group of customers you serve. You connect with these people emotionally at their core. You understand who they are, what they need, and you give it to them. They're your preferred customers and they prefer you to handle their business.
The Client Advocate Personality
Client Advocate Brand
Client advocates connect to a specific group emotionally and intellectually. You are client-oriented and build your professional brand around core group of customers you serve. You understand them, identify with them and feel empathy for them. You are a good listener, and highly attentive and considerate toward your clients. You understand their problems and go to great lengths to help them solve them, but you understand boundaries and know how to react appropriately. The key ingredient of the Client Advocate mindset is a clear-cut client or customer focus on a specific target audience whom you identify with and who identifies with you.
Most of the time you:
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But sometimes you:
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Generally people see you as:
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But you can:
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How to Execute the Client Advocate Strategy
See You Are a Brand, p. 64 - 65 for ideas, examples and exercises on how to execute the client advocate strategy. You must be able to fill in the blank in the statement:
Client Advocate, or Target Market Positioning: You are preferred by _________ (name target group).