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How to Build Brand Identity for Your Wealth Management Firm

by | Apr 3, 2019 | Blog

Guest Contributor: Joan-Marie Ebert

What is a brand? A brand is more than just a logo and a tag line; it is the complete client experience built by your business. Your brand serves as the foundation for all your marketing and advertising, as well as business decisions. When you think of a successful brand, you can connect the dots between every product, service, client experience and business decision to their brand. On the flip side, think of some of the public relations nightmares of the most popular brands, and you’ll see those unfortunate events were in direct conflict with their well-established brand.

Building brand identity starts with planning. When you can answer the following questions, you have the basis for your brand. While these questions seem simple, they are not always easy to answer. However, they are the building blocks for your brand and your business. A business that is specific with purpose can more easily create lasting brand identity.

  1. What do you do?
  2. Why do you do what you do?
  3. Whom do you serve?
  4. How do you do what you do? What is your process?
  5. How is your way better?
  6. How are you an expert?
  7. Who works for and with you? What type of employees and partners align with your business?
  8. Who has hired you?
  9. What do people say about you to their friends and family?
  10. How are you making the world better?

As you answer the questions above, be specific and dig deeper. For example, when you think of your products and services, be specific about why you do what you do. Instead of listing the obvious such as financial planning, tie it back to your purpose with a statement.

Here is an example, “We help people get organized with a plan for the future.”

If your business is new, focus on the first five questions. If you have been in business for a while, answer all ten. Once you’ve responded to the ten questions you have identified the following for your business:

  • Products and Services
  • Passion
  • Target Client
  • Process
  • Value Proposition
  • Expertise Depth
  • Expertise Breadth
  • Success
  • Values
  • Community Contribution

If your business is new, you’ll begin by selecting a name, mission, vision and tag line for your business which align with your products, services, target client, value proposition and passion. Your marketing efforts need to stay focused on communicating these five elements of your brand.

Let’s use the success of Financial Advocates’ brand as an example. Established over twenty years ago, the name of the business aligns perfectly with their mission, vision, and tag lines:

  • Mission -“We guide and serve independent financial advisors with Stewardship and Leadership for mutual success.”
  • Vision – “We aspire to provide independent financial advisors Clarity, Simplicity and Stability, for success with Confidence.”
  • Tag Lines – Bridging Alliances for Advisors and Independent, Not Alone

If you’ve been in business for a while, building your brand identity continues by marketing the depth and breadth of your expertise, sharing success stories and community contributions.


Joan-Marie Ebert is a frequent guest contributor for Financial Advocates and experienced marketing, and communications strategist focused on helping financial advisors and financial service organizations market their businesses as leaders.

To learn more visit: http://joanmariemarketing.com/

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