The way financial advisers present themselves to clients and the world impacts their business success.
Whether it's attracting more clients, increasing revenues, or becoming an influential figure in the industry, it all comes down to one key thing: branding.
The recent 2024 Summer Olympics weren’t just a spectacle for sport but also for marketers looking for inspiration on how they can better develop their brand and personal image both internally and externally within the industry.
Here is what we have learned:
1 Consistency
One thing the Olympics is incredible at is consistency. You see those Olympic rings and instantly know what you’re looking at and who it represents.
The same needs to be considered with branding for those working in finance.
This doesn’t mean you need a widely known logo - though that can help.
It’s about your messaging, typography, copy, and tone of voice which reinforces your brand identity.
Over time, this consistency builds brand equity, making it easier for consumers to remember the business and become advocates.
One easy way of delivering a consistent message is through email signatures.
By maintaining visual uniformity, and adhering to layout standards, they make email communications easily recognisable and promote a professional, trustworthy representation.
2 Values
Customers and potential clients are much more likely to engage with a financial adviser who showcases strong, clear values that resonate with their own, as opposed to someone they can't relate to or don't understand.
The Olympics embody values of celebrating diversity, culture, inclusion, and the joy of uniting people.
For a financial adviser, their values reflect in the funds they handle, the workplace culture, and the success of the portfolios they manage.
3 Be human
Most business success hinges on brand engagement and human connections.
With the Olympics, viewers feel a sense of representation and belonging when they watch athletes compete.
Similarly, to boost their branding, financial advisers should aim for a more human touch with their current and potential clients.
This could involve adding personal touches to communications, asking questions during interactions, and sharing personal experiences to build connections.
For those looking to increase their brand in the industry, taking part in guest articles or showcasing your knowledge and personality on LinkedIn or other networking sites helps build new client relationships.
Human connections are created from sharing your past experiences and your journey to get here.
4 Identity
When crafting your values and personality, it’s important to remember to carve out your unique identity. It's key to stand out while staying true to yourself.
Just as the Olympics emphasise values like excellence and unity within their tag lines and communications, financial advisers need to ensure that the message they communicate aligns with their core values.
