How to Hire a Branding Agency as a Financial Advisor

If you are struggling to develop your unique personality and voice in the market, you may want to consider hiring a branding agency. Branding agencies work with business owners to help them create and maintain the brand image they use to sell their products or services. If this sounds like something you might benefit from, it’s important to understand how to choose a good financial advisor branding agency and what you can expect when working with one.

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What is branding?

Branding is the creation of a unique image that represents the essence of a business. It’s your firm’s logo, the colors you use in your marketing materials, your tagline – in short, it’s what identifies you in the consulting industry.

Why should financial advisors care about branding? Some might argue that branding doesn’t matter to consultants, but consider this. What names come to mind when you think of the largest brokerages or asset management firms? Loyalty? Vanguard? Morgan Stanley?

These names stand out in part because they have a recognizable brand image. Vanguard, for example, is synonymous with low-cost index funds and ETFs.

This is not an accident. These larger firms understand that branding matters. Consultants who actively build their brands have a better chance of standing out in the marketplace. It’s easier to build trust and grow your audience if your branding sends a clear message and is consistent across the different channels you use to promote your business.

What is a branding agency?

Working with a financial advisor branding agency can help you clarify what you want to say and how you want to say it.

A branding agency is a company that specializes in helping businesses develop their brands. Branding agencies work with new and existing businesses to:

Visually crystallize your brand identity
Formulate a brand strategy based on the mission, values and goals of the business.
Create branded messages that convey the business’s desired messages to the desired audience.
Ensure consistency in branding and marketing materials.
Monitor key indicators to assess brand performance and adjust your business branding strategy as necessary.

Working with a financial advisor branding agency can help you clarify what you want to say and how you want to say it. Agencies that specialize in working with financial professionals understand the nature of the advisory environment and the type of messages that are most likely to resonate with potential clients.

Should financial advisors hire a branding agency?

Whether it makes sense to work with a branding agency depends on your business goals and the pain points you face when developing your marketing strategy. You may consider hiring consultants from a branding agency if you:

I have no idea where to start creating a brand
Feel that your existing branding is not cohesive or is missing something that you cannot clearly define.
The struggle to maintain consistency in your branding as you move from one channel to another.
Would like to do a complete rebrand and need help refining your message

Branding agencies have the expertise that consultants often lack, which can be reassuring if you want to create a recognizable brand but aren’t sure how. The trade-off is that you’ll be paying for this experience, which may or may not fit into your existing marketing budget.

How to Choose a Branding Agency for Financial Advisors

There are many branding agencies to choose from, but not all may suit your needs. Here are some things to consider when considering your options.

Client base. When comparing agencies, pay attention to their clients. Do they work exclusively with financial advisors or do they have a much broader client base? Do they consider any of your competitors among your customers? Doing some initial research can give you a better idea of what kind of work the company does.
Services. Branding agencies may offer a variety of services, some of which may be more comprehensive than others. Look at what the agency offers and compare it to your firm’s needs to see if they match.
Communication and collaboration. Branding firms may approach communication and collaboration differently. For example, some may offer more frequent updates than others, or expect you to take a more hands-on role in shaping your brand’s identity. It’s important to be clear about how communication and collaboration will work so you don’t go into a relationship with unrealistic expectations.
Expenses. Cost is always an important consideration when you are spending money on marketing and promotion. If you have identified a branding agency you want to work with, ask for details on how much you can expect to pay.
User experience. When working with a branding agency, your overall user experience is important because you want to feel like you’re being heard and that the end product is what you want. Reading reviews from consultants who have used the agency’s services can give you an idea of what the user experience is like.

If you’re having trouble choosing an agency to work with, consider asking other consultants you know for advice. They may be able to point you in the direction of a branding agency that can meet the needs of growth-oriented consultants.

Frequently asked questions (FAQ)

Do consultants need to create a personal brand?

Branding is just as important for financial advisors as it is for other businesses. Your brand is your calling card, so to speak, and you want the first impression you make on a potential client to be a good one. This applies to both online and offline marketing channels.

What is a Financial Advisor Branding Statement?

A branding statement is a short description of who you are and what you do, similar to an elevator pitch. Developing a personal brand will allow you to convey a specific message to your ideal clients about the value you offer.

How do I brand myself as a financial advisor?

Building your brand begins with defining your mission, values, and what sets you apart from other financial advisors. For example, who do you serve? How do you help your clients? What do you offer that other consultants don’t? Answering these questions can help you lay the foundation for your firm’s brand strategy.

Bottom line

The consultant and the branding agency review the consultant's branding statement. — The consultant and the branding agency review the consultant’s branding statement.

Branding can give you a competitive advantage and help you connect with potential customers who can benefit from what you have to offer. Finding brand agencies for financial advisors can help you find the right company to work with if you need help developing your brand image.

Tips for growing your consulting business

Digital marketing is an effective way to promote your brand online. Email newsletters, social media, and digital advertising are just some of the ways to increase your brand awareness. If you’re looking for ways to optimize some of your advertising efforts, you may want to consider working with a consultative marketing platform. SmartAsset AMP takes a holistic approach to achieve growth goals. Schedule a demo to see how you can use it for your business.
Branding can help you build loyalty among your existing customers, which can lead to more referrals. Referrals are one of the best ways to grow your business, and you can encourage them by providing excellent service and aligning with your brand messaging.

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