In a highly regulated and competitive market, how do you stand out? It’s about your brand, David Avrin, the Visibility Coach, told advisors at Fidelity’s Inside Track conference in New York City on Thursday.

Or, according to his mantra, “It’s not who you know, it’s who knows you.”

“Branding is nothing more than the residual image left after you meet with someone,” Avrin said. “What are you known for and what do you aspire to?”

While we have no control over our brand, we do have great influence over it, Avrin said. The bad news is that nearly everyone in the industry is good at what they do. The good news is that there are a lot of ways to stand out.

So how do you build a “marketable, visceral brand identity”? Avrin has three steps for advisors.

Read the entire article at Financial Planning.