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Written by: Erin Botsford, CFP®
Building a personal brand is no longer just a marketing buzzword—it’s essential for achieving your growth goals. In fact, 74% of Americans are more likely to trust someone with an established personal brand.
Here’s how a personal brand can help:
- Attract the right clients
- Instill trust
- Make a memorable impression
- Differentiate you from competitors
Let’s explore why creating a personal brand is key and how to get started.
Traditional Differentiators No Longer Work
It’s no longer enough to rely on fiduciary status or certifications. The advisory landscape is crowded, and to stand out, you need a personal brand that communicates your unique value proposition (UVP).
Your brand isn’t just your firm’s logo or slogan—it’s your story, values, and vision. Clients want to work with someone who aligns with their values, not just a service provider.
Developing Your Personal Brand
Today’s investors can find financial advice anywhere. So why do they choose you? They’re sold on you as a person first, trusting that the financial advice will follow.
Tip #1: Keep It Simple Your message should resonate with your target audience, not overwhelm them with jargon. Focus on addressing client concerns and positioning yourself as the solution to their problems.
Tip #2: Be Overly Communicative Go beyond standard touchpoints. Build a reputation for being proactive and reliable by following up after every interaction. This will become a key part of your personal brand.
Tip #3: Increase Your Visibility You can’t build a brand from the shadows. Your brand should be visible across your website, social media, emails, and any platform your clients use. Consistency across channels will reinforce your message.
Tip #4: Monitor What’s Working Your personal brand will evolve. Regularly evaluate its effectiveness through client feedback, satisfaction metrics, or AUM growth, and adjust as needed.
Related: How To Choose the Right Firm To Build a Successful Advisor Career