Stand Out or Blend In? The Wealth Advisor’s Guide to Building a Memorable Brand
Marketing & Brand Strategy for Wealth Advisors and Financial Firms
For any financial advisor or wealth advisor, a strong brand is not optional: it is the difference between being ignored and getting the call.
This guide is designed to help financial advisors:
Understand what branding really is (it’s not just a logo)
Identify what makes you different from any other advisor — and how to communicate that
Avoid the most common branding mistakes in the industry
Start building a brand that resonates with prospects (and gets you referrals)
1. What is a Brand?
Your brand is not your logo, your tagline or your color palette.
Your brand is the story your clients tell themselves (and others) about you, based on how you show up, speak and go about your business.
For financial advisors, your brand should answer:
Who do you serve?
What do you do for them?
Why do you serve them?
How is your approach different?
What can clients expect?
2. Common Branding Mistakes in Financial Services
Too many wealth advisors and wealth management firms still fall into the “professional, but forgettable” pitfall. That means you should avoid do any of these:
1. Cliché Messaging
Taglines like “Trusted Advice for Your Future” do not differentiate you — they drown you in sameness.
2. Generic Visuals
Stock photos of handshakes, cityscapes or calculators do not build trust. They just signal “we didn’t try very hard.”
3. Talking About Yourself
Clients care more about what your services will mean for them than your process. Speak to their goals, not your designations.
3. The Three Pillars of a Memorable Wealth Management Brand
To build a wealth brand that stands out, differentiates you and drives leads, focus on:
1. Positioning
Who is your ideal client? Retirees…business owners…physicians…athletes? A narrow focus = stronger messaging and greater engagement with your target audience.
2. Messaging
What is your brand voice? Is it confident and direct? Warm and supportive? No matter what it is, always avoid jargon and always use language that resonates and connects with your audience. It is important that it is genuine, so there is not a disconnect when they meet you in person.
3. Experience
How do people feel when they interact with you? From your website to your onboarding — every touchpoint reinforces your brand and should be consistently-crafted with thoughtful intent.
4. Quick Wins to Get Started Elevating Your Brand
There are a few quick things you can do to get started elevating your brand.
Replace any stock handshakes photos with authentic, client-focused imagery.
Rewrite your homepage headline to speak to your audience.
Audit your bio — is it full of designations, or does it offer a more human connection?
Check your colors and fonts: do they match your voice and market?
Ready for a Brand That Works as Hard as You Do?
You do not need to spend a ton of money on paid ads in order to get results. What you really need most of all is the right message, for the right people, delivered clearly and consistently.
If your current branding is not attracting the right clients, converting leads or getting you referrals, it is time for a change.
Let’s Build a Brand That Gets You Noticed
I specialize in marketing and brand strategy for financial advisors and wealth advisory firms. From positioning and messaging, to website copy and content — I help you stand out in the right ways.
Contact me to learn more about how I can help to bring clarity and thoughtful intent to your brand, your goals, and how to close the gap between the two. Read more about how to create a unique marketing plan as a wealth advisor.
by Mike Belobradic