What is the one thing missing from your financial firm brand?
If you’ve been following me for some time you know that I am a big believer in using effective taglines to communicate with prospects and clients, both consciously and subconsciously, regarding your brand benefit. It’s been awhile since I’ve written about taglines so I’ve put together this article specifically for financial advisors discussing frequently asked questions, some examples, and lastly some tips. Enjoy!
My biggest tip: Your tagline, whether it’s three words or a sentence should imply a BENEFIT to the end user of your services.
- Telling your target client that you are “experienced” does NOT imply a benefit.
- Telling readers that you blog about issue X or Y is NOT a benefit.
- Telling prospective clients that you are “Dedicated to success” does NOT suggest a benefit.
An easy test to determine whether you have a good tagline is to speak it aloud and then say to yourself “Would I want that if I were the firm’s target client?” If the answer is “Yes” then you could be on the right track.
Here are some Frequently Asked Questions regarding taglines:
Why should a firm use a tagline?
Taglines are a great way for financial firms to position their practice uniquely in the marketplace. Using a tagline can impart a sense or feeling that a business name lacks and can “finish off” your brand.
When I work with financial firm leaders or financial teams on their branding strategy, I always ask if they have a tagline or if they are happy with their slogan. More often than I can count, the firm does not have a tagline. Or if they do it is merely a description of their services. I like to say that using a slogan is one more opportunity to position your firm and set it apart from the competition. So when you are going through your annual planning process, ask yourself “Is our brand and tagline still representative of what we are doing?”
When is a good time to change your tagline?
I’ve changed my tagline several times over the years and your firm may do the same. When you are rebranding your firm, or updating your website, it’s almost a requirement to change your slogan to something more appropriate to your new brand or target market.
What is the biggest mistake when developing a tagline?
I believe that a tagline that only talks about you or your firm is a missed opportunity.
A firm-centered approach generally focuses on why you are the best company (through experience, etc), states that you put your clients first, or that you provide great service. All these aspects do nothing for the client but tell them about YOU.
A client-centered approach focuses on what the client gets out of the relationship. Does the client want less risk, more freedom, or clarity that they are working towards their financial goals? When the prospective client reads the tagline would they say “I want that”?
What are examples of different types of taglines?
- Inspirational: Growing Your Dreams
- Alludes to a life benefit: Balanced Money * Balanced Life
- Mentions the target market: Investing in Womens’ Dreams
- Aligns with end result: Dream * Plan * Enjoy
- Future-focused: Building a better financial life
- Right-brained: Create the Life You Love
- Works for financial planning: Financial Dreams Delivered
Financial advisor Tagline tips:
- Always perform your due diligence by checking the trademark and service mark websites in your country to determine if your tagline is available to avoid legal issues in the future.
- Think very clearly about the BENEFITS of financial planning and wealth management that you want to convey: trust, wisdom, safety, wealth creation, financial freedom, solutions, sophistication, asset protection, etc.
- Try to keep your tagline as short as possible (no more than 6-8 words). Shorter is better. Try to eliminate any unnecessary words. If you can get it to 4 words that’s even better.
- Who is your client? Entrepreneurs, wealthy families, affluent singles, divorced women, LGBT, self employed professionals, business professionals, engineers, doctors, dentists.
- What message are they looking for that you can provide? Align your message with your prospective clients’ needs.
- What are your unique strengths that you’d like to get across in your tagline?
- Put your tagline on the front of your business cards to “finish” off your brand. Anywhere your name appears so should your tagline. Add to your website, your brochure, your voicemail, and on all your marketing materials.
- Download my Taglines That Sizzle free E-Book with a step by step process to help you write your tagline.
Ultimately, you want your tagline to communicate your values and mission. You want your slogan to provide a feeling or sense that your name can’t explain. Don’t just pick a tagline because it sounds good. Create your tagline using the suggestions here and from the authentic experience your clients go through when they work with you. That way your brand will be yours uniquely allowing you to prospect for perfect clients.
My last words on taglines: This is your opportunity to show your firm’s personality. Get creative!
Is it time for you to create a new tagline? What are you thinking?