Why Is Brand Building So Difficult for Financial Advisors?
The first thing we ask potential clients of Lone Beacon is, “What’s your brand?”. The answers are as commoditized as the business itself...”We help people get to and through retirement”, “We are full service and will help you with investment planning, retirement planning, tax planning, health care planning, and estate planning”, or my favorite, “We treat our clients like they’re our own family” (How do we know your family isn’t a mess?).
The fact is EVERYONE says pretty much the same thing. It’s hard to find “the essence” of your firm...and it’s even harder to convince your staff of it...and it’s harder still to have the discipline to cultivate it. Brand building never sleeps. It’s a process determining what your brand essence is, and it’s a process nurturing it...living it...and finding people who will evangelize it on your behalf.
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