Build an Advisor Brand That Makes you Stand Out

What comes to mind when you think about Coca-Cola?

You may be thinking “a popular beverage”. But, when it comes to their brand, it’s more than just a beverage company. Coca-Cola sells happiness, togetherness, and positive emotions.

So, when it comes to deciding between buying a Coca-Cola product or a Pepsi product, both are popular beverages and in the same realm. What pushes people to decide is often the emotional connection an individual has to that brand.

A brand is everything to do with you and your company: who you are, what you stand for, what services you offer, your goals, values, personality, and more. A brand lives and evolves in the minds and hearts of potential clients. It is a fostered set of emotions and ideas consumers associate with your company.

Cultivating a strong brand is crucial to your businesses’ success, both online and off. There is a lot that goes into building a brand and shaping how others perceive you and your business; from customer testimonials to your value proposition. Seeing that we are now in a day and age where people will make purchase decisions based off of emotional connections, building a strong brand identity can help build value for your business.

Just as a brand can drive its prospects to pick them over a similar competitor, your personal brand can drive your prospects to pick you over other Financial Advisors.

So, ask yourself:

What does my personal brand say about me?

Your personal bio is the most powerful branding tool you have. In Mitch Joel’s book Ctrl Alt Delete, he talks about “digital first”. This concept emphasizes that the first place we learn about things (and people) is online. This means that, often times, an individual’s first impression of you will be based around how you carry yourself online. Your personal bio is one way to communicate who you are without having to be face to face with prospects and clients.

On a broader scale, what you communicate on your website and social media defines how you (and your brand) will be perceived by an audience. When you promote yourself as a Financial Advisor, you’re promoting what’s on the surface of your brand. But, what makes you unique and sets you apart from other Advisors? Do you promote yourself with the idea that you are a unique brand, such as “Coca-Cola”; a brand that sells happiness, togetherness, and other positive emotions, or just “a popular beverage”? If you’re selling your services by sharing your valuable knowledge with your audience, people will start to build trust with your brand.

What do I WANT my personal brand to say about me?

Are you family-oriented? Do you specialize in a niche area of Financial services like retirement planning? Are you a fan of a specific sports team? Do you use your interests to better connect with clients? If being family-oriented is something that you want to be portrayed to your audience, use images that focus on that throughout your website. Use images and create content that further demonstrate your understanding of your niche market. You can use also social media to humanize your brand further by celebrating your favourite sports team’s success. There are so many ways to create a well-rounded personal brand that is true to who you are and what your advisory firm is all about.

Take a minute and think about what you want people to think (and say) about you and your business. Do you want them to see you as someone that is strictly business or someone that wants to get to know their clients on a more personal level? Even with a digital shift, human interactions are still very important to sales and business processes. A prospect or clients experience with you online (and off) should feel personalized and human. You want prospects and clients to connect and relate to your brand on an emotional level. Giving your audience a solid sense of who you are may make them more willing to trust you as an Advisor, which is particularly important in this industry and when competing with other Advisors.

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What does your brand say about you? Can you identify your values, goals, or uniqueness from what you’ve put online? Remember that a brand is not what you say it is, but rather what your consumers say it is. At the end of the day, do you want to promote yourself as a unique brand, such as Coca-Cola, or just a popular beverage? In other words, do you want your brand to connect with your audience on an emotional level, or be seen as just another Financial Advisor?