Cultivating a personal brand can help advisors differentiate themselves in a competitive landscape. The most successful companies understand the value of a highly recognizable, trusted brand image for attracting new customers. An impactful financial advisor brand statement can help you clearly convey what your company stands for and the value you provide to potential clients.
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A branding statement is a concise statement that neatly describes who you are, what you do and what makes your company unique. A well-crafted brand statement conveys your company’s mission, values, and key selling points.
Financial advisors can develop a brand statement that represents their business as a whole. They can also write a separate personal branding statement for themselves.
Your company’s brand statement communicates what your company does and how you meet the needs of your customers. A personal brand statement is an opportunity to showcase your personality and what you are most passionate about when it comes to helping customers.
Financial services are a highly competitive sector. If you want to be successful, you need to give potential clients clear reasons to choose your company over another advisor. A branding statement helps you shape your message for maximum impact.
By developing a brand statement you can:
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Emphasize your expertise to your target group
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Showcase your skills and unique value proposition
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Show the value you offer to your customers
The best branding for advisors is memorable or “sticky,” meaning their message sticks in the minds of potential clients. Determination is an important characteristic in building your advisor brand, because potential clients who remember you are more likely to seek out your services.
It is important to remember that a brand statement is different from a tagline or slogan. Brand statements are concise, yet detailed. Meanwhile, a tagline or slogan is usually a catchy phrase intended to attract attention.
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A brand statement is usually short, no more than one to three sentences. So it is important to choose your words carefully. Having some examples of brand statements for financial advisors to follow can help you decide what to include:
I help clients develop customized financial plans designed to move with them through every stage of life. I excel in empowering clients to confidently take their financial destiny into their own hands.
My passion lies in helping families with young children build a more secure financial future. I take care of the big things for you, from study planning to retirement planning, so that you can take care of the smaller things and enjoy life.
I assist high-net-worth clients in developing long-term wealth preservation plans that also help them achieve their philanthropic goals. My approach is proactive and customer-oriented. And my focus is on helping you create a comprehensive estate plan that includes a legacy of gifts.
My clients’ financial well-being is priority number one. I specialize in helping them develop customized pathways to achieve their goals. My goal is to ensure that you are fully prepared not only for your financial future, but also for the here and now.
I work with young, unmarried professionals who need a dedicated problem solver to help them navigate the challenges of creating a financial plan. My clients rely on me to help them achieve results that match their goals, needs and risk profile.
I help pre-retirees navigate the transition period from their working years to retirement as smoothly as possible. That includes developing a game plan for claiming Social Security benefits and timing retirement plan withdrawals to ensure maximum growth.
I help clients who start their retirement planning late so they don’t fall short of their financial goals. I understand the challenges of delaying retirement savings and provide realistic, proactive solutions to gain ground.
Writing a brand statement requires some internal reflection and research to ensure you convey what you want to say clearly and effectively. Here are five general tips that can help you create a brand statement that sticks with prospects and customers alike:
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Think with your target group in mind. Who is your ideal customer? What message is most likely to convince that person to choose your firm over another advisor? How you answer these questions can help you craft your brand statement.
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Look at the competition. Choose three to five of your top competitors and review their brand statements. Where do you see similarities? What are the main differences? As a potential customer, how would you feel about reading each of these posts? Comparing brand statements from competitors can spark inspiration for what to include in your statements.
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Assess your values, mission and strengths. Your brand statement is an opportunity to highlight your strengths and convey your core message. Think about what you value most and what makes you unique, and then use that to formulate an initial concept.
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Ask for feedback. It never hurts to have a second set of eyes look at your brand statement and provide feedback on where you might be able to make improvements. If you have one, ask your mentor, or reach out to another advisor in your network who is willing to review your brand statement.
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Change if necessary. Don’t be afraid to change your brand statement as your company’s values, mission, or niche change. You don’t need to do a complete rebrand. But you need to make sure your brand statement always aligns with what your company stands for.
If you’re having trouble crafting your statement, consider working with a professional branding agency. Branding agencies can help you create and manage a winning brand image from the ground up for optimal results.
By creating a brand statement for yourself or your company, you can create a stronger connection with the potential customers you want to serve. Whether you use the examples included here as a blueprint or develop your own template, taking the time to develop a financial advisor branding statement can help you connect with more targeted prospects.
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Good branding tells a story about you and your business, and storytelling is a crucial part of marketing. Marketing, in turn, is critical to long-term growth. If you’re looking for an easier way to promote your business and attract new customers, consider partnering with an advisor marketing platform. SmartAsset AMP (Advisor Marketing Platform) is a holistic marketing service that financial advisors can use for client lead generation and automated marketing. Sign up for a free demo and discover how SmartAsset AMP can help you expand your practice’s marketing efforts. Get started today.
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Cultivating your brand image is a facet of business development for financial advisors. Business development includes all the things you do to drive growth, from conducting marketing research to tracking Key Performance Indicators (KPIs) to building strategic partnerships. Having a business development plan can help you scale at a pace that is realistic and comfortable for your business.
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