Financial advisors: what are the elements that make up a brand?

brand elements

What is financial advisor branding? What does it really mean? A Brand can be such a mysterious concept that unless one is familiar with the definition of Branding, it’s easy to be confused. In this blog post, I will help you understand what are elements that make up a brand and why they are important. Perhaps then you could include branding in your Business Plan

Wikipedia Definition of Branding:

“A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand’s customers, its owners and shareholders.[”

The key word phrase here is “… distinct from those of other sellers.”

Be different

It is my opinion that most financial advisors look the same. They use the same website templates with the same colors. They use the same visual images on their websites. They use the same content to describe their Brand.

When clients come to me for branding help, to assist in the process, we often take a look at the elements that make up a Brand.
So, financial advisors: what are the elements that make up a brand? What do you want to change or work on when it comes to your Brand?

This is your one stop shop for financial advisor branding!

We are going to look at all the factors that make up a brand that you have never thought of before. This article has many links to my blog posts going back 15 years (2004), everything I have learned about how to be different, how to stand out, and how to authentically attract your ideal clients.

What are the elements that make up a brand?

When working with me, we will decide which brand elements need to be addressed. During this process, we will discuss the subconscious and conscious effect each element has on your potential clients/centers of influence and their ultimate decision to refer clients to you or hire you/your firm.

Elements connected to your brand
• Your financial planning or wealth management name
• Decision: Brand the business or brand the advisor
• Client Service Experience
Tagline – convey benefits / sample taglines
Value Proposition (Reasons clients would hire you over another advisor)
• Elevator Speech
Target Market
• Landing pages for your target markets / hot buttons and points of pain
• Challenges of the HNW – (if applicable)
$ Business Corporate Identity, logo, colors
• $ Custom Website
• Ideal Client Profile
Brand your process, investment management style, program, special way of doing something
Biography / engage with your ideal clients
• Staff headshots/team shots/office photos
$ Boutique Brochure to use for prospecting
$ Branded Business Cards
• $ Email signature
• Become a Thought Leader – through blogging, social media
• Social Media Marketing
• $ LinkedIn Profile / LinkedIn company page
• $ Facebook business page
• $ Twitter business account
• How you/staff answer the phone (cheery, helpful – not low energy, lethargic)
Your voicemail greeting
• Office environment – warm and friendly, with china and glasses for serving
• Meeting room – adversarial conference table or comfortable sitting area?


So what do you think? That is quite a list, isn’t it? And it’s NOT everything, it’s just what I think are elements of a brand. Other professionals will talk about many other topics, some theoretical and others practical.

Brand Equity

This is a term that refers to the “goodwill” that a financial advisory firm builds up during its lifetime based on its branding strategy. Brand Equity is all about perception. How does the public view your firm? How do clients view your firm? Is your Client Service Experience first rate? Or do clients have a negative experience working with your team.

Do you work with anyone who walks in the door? Or do you have expertise in a specific area?

The answers to these questions will determine if your brand is on track. If the answer is “no,” please contact me!

About Suzanne Muusers