Effective branding is one of the most important components of a solid financial advisor marketing strategy, but is also one of the most neglected. In today’s market, it’s not enough to simply present yourself as a knowledgeable advisor who offers personable service. You need to find a way to stand out to your target market and inspire engagement. In this post, we’ll provide essential financial advisor branding tips to help you redefine your brand for success.
The financial advisor marketing experts at Good Life can help you build a powerful brand. Learn more.
Identify Your Target Market
You may have identified your target market in your business plan, but things can change, and you may decide to target new markets over time. In either case, your first step in defining a successful brand is to know who you are hoping to market your business to. Who do you want to serve?
For example, if your primary goal is to provide older clients with retirement planning or estate planning services, consider updating the imagery on your site to reflect this demographic. Your messaging and taglines should all be designed around this market as well.
What Makes You Different?
This is an area that many advisors struggle with. How can you stand out from the crowd? If you’re like many other practices, you likely have some messaging along the lines of “Our knowledgeable financial advisors are here to provide you with personalized advice tailored to your needs.” While that may be true, virtually all advisors are touting this. You need to find a way to differentiate yourself to really draw your audience’s attention.
Some key areas that can help you to stand out from the pack include:
- Define Your Niche. The good news is that once you’ve identified your target market, you will be in a good position to build a powerful brand that can inspire action. Ensure that your messaging is built around your niche, and present the most relevant services and content in prominent areas of your site.
- Certifications. Do you have any certifications that can lend confidence to your knowledge and skills? For example, are you a Certified Financial Planner (CFP)? If so, make it clear in your messaging.
Beyond messaging, the visual components of your brand are also important to consider. Here’s what you need to know:
- Colors. Color can make a big difference in how your brand is perceived. The colors you choose should reflect the traits of your brand. For example, blues might suggest loyalty or intelligence, while red might suggest energy and excitement. Beyond this, it is important to use a consistent color scheme across all of your marketing materials. Working with a graphic designer is a good way to define a color scheme that looks great and reflects your branding goals.
- Imagery. Again, if you are targeting a niche, be sure that the imagery on your site reflects that niche. If your goal is to attract middle-aged business professionals who may be looking to jumpstart their investment portfolios, be sure that you have photos of middle-aged professionals in your marketing materials. Another key point here is to invest in quality headshots for you and your team as well as high quality photos of your office environment. Your goal should be to present your practice as welcoming, professional, and personable.
- Symbols. This may seem somewhat obvious, but symbols can be used to further promote your branding vision. For instance, a compass in your logo may suggest your ability to guide customers, while a tree might suggest growth and strength.
Build a Powerful Brand with Good Life
As part of our advisor transition and ongoing support services, Good Life offers expert financial advisor branding services. Whether you’re starting a new practice or just want to revitalize your brand, we can help. From defining your business name to designing your logo, color scheme, messaging, and more, let us help you build a successful brand.