FINANCIAL ADVISOR SMART BOOK™ (4 OF 9): CRAFT A DISTINCTIVE BRAND IDENTITY, POSITIONING AND MESSAGING.

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Financial Advisor SMART BOOK™

We recently published the 2018 Edition of the Financial Advisor SMART BOOK™. This resource is a comprehensive guide to help independent financial advisors build an ‘independent difference,’ that is, a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:

  • Increase Volume: Generate More Visits & Inquiries
  • Increase Client Value: Get Better Qualified Inquiries
  • Increase Velocity: Increase Conversion Rates
  • Increase AUM and Revenue: Optimize Engagement for AUM growth and Revenue Impact.

[Strategy 4 of 9] Craft a Distinctive Brand Identity, Positioning and Messaging 

‘Brand matters’ and many advisors look and sound the same. It is essential to set yourself apart with an authentic and differentiated brand identity. A brand becomes a brand only in the hearts and minds of your client. At its core is building trusting relationships.  Here are some systematic building blocks to craft a distinctive brand identity.

  1. Assess where you are today. Reveal your business and brand dynamics by interviewing colleagues and clients.
  2. Define your firm’s essence, purpose and authenticity and how you differ from competitive firms
  3. Create your brand persona including your brand voice, DNA, positioning and actions
  4. Define your brand strategy including name and personality and visual essence.
  5. Audit your communications, what is said, what channels, with what resources and collateral.
  6. Plan the logistics of executing an integrated brand strategy
  7. Build the brand with visual communications assets, relevant content and messaging.

Some Tips to Get You Started:

  • Put the client needs above everything else and make it impossible to separate what you say from what you do.  
  • Stand for something. The brand is more than a logo or name or tag line, it’s how your firm comes to life in today’s multi-channel world through content, experiences and personalized touches.

You can explore the first three growth strategies:

1Align Your Team on Vision and Smart Goals 

2Build Persona Messaging for Ideal Clients Profiles 

3Define a Go-To-Market Model That Works for Your Firm 

…or explore all 9 strategies for growth by downloading the 2018 Financial Advisor SMART BOOK™  below.

Financial Advisor Smart Book

 

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