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.
One easy way you can help reinforce your identity is by featuring a slogan or quote that aligns with your ethos in your email signatures
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.
Whether that be a USP of working with an eco-logical focus, a down-to-earth business format, or a culture of impressive results, your identity needs to be reflected in branded materials and communications.
One easy way you can help reinforce your identity is by featuring a slogan or quote that aligns with your ethos in your email signatures.
The consistent message and framing help to solidify your identity in people’s minds and create a collective view of your identity.
5 Work as a team
Financial advisers can significantly boost their brand’s effectiveness by fostering team spirit, unity, and collective achievement.
To enhance marketing efforts and increase awareness and engagement, advisers should use their existing teams and networks, which could include colleagues, service providers, or clients.
Encouraging a team mentality creates a sense of togetherness and mutual support, driving towards common objectives.
By maintaining a clear identity, values, human touch, and consistency, aligning with a team approach can attract and retain clients and industry peers, turning them into brand advocates.
Carol Howley is chief marketing officer at Exclaimer
