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Remember Fraggle Rock? That quirky show from the 80s where furry little creatures lived in a complex underground network of magical caves?
If you do, you might recall how everything was connected - every creature in the system had a role, and the way they all interacted with each other created a balanced, symbiotic world. Everyone worked together in harmony to ensure their underground system didn't collapse, smothering them all in a pile of unforgiving rubble.
While Fraggle Rock might seem far removed from your business, it actually has a lot in common with your marketing. Like the Fraggles’ interconnected world, your firm’s brand works best when every advisor’s story aligns with the bigger picture—your firm’s core messaging.
When we start with a new firm, there are always a few advisors who are eager to build their personal brands underneath the company umbrella. That’s a great thing—personal brands can strengthen client trust and increase engagement. But what’s crucial is that their individual narratives don’t pull the firm’s messaging in different directions. Instead, they should reinforce and complement the firm’s overall story.
First, We Build the Firm’s Messaging
Before any advisor can effectively market themselves, the firm’s brand message must be strong. And just because you’ve been in business for 10 years does not mean you have a unified brand message that will:
(a) Catalyze action, or
(b) Highlight your marketability.
So when a new client signs up with Lexicon, our first step is to evaluate what’s happening at the firm level. We merge the languages of two worlds:
- The world your client lives in, thinks in, feels in, and makes decisions in.
- The world of your own marketability—what makes you attractive to them.
And no, not your No-Shave November facial mess that may or may not be hosting a family of baby chipmunks inside it.
In other words, we figure out what actually makes you marketable.
How? We Go Deep—Really Deep
How do we do it? It starts with deep dives into your psyche as the business owner—no weird sci-fi stuff, just good old-fashioned talking. And when I say deep, I mean deep. We’re building a 360-degree view, not a flat, 2D model.
For example, we don’t just want to know what you think you're passionate about. We want to know:
- What your spouse thinks you’re passionate about.
- What your son thinks you’re passionate about.
- What your business partner thinks you’re passionate about.
Because here’s the truth: most business owners think their service model is a differentiator. But most of the time, it’s not. It's how you got here today. It's what your upbringing taught you about how people behave with money. It's what you do for fun, your sense of humor, your impact on the world around you. It's a million different things that you may not be able to see, but others do. So we package it up for you and bring it to market.
Aligning Your Advisors’ Personal Brands
Once we’ve established a clear, compelling firm message, we work with as many market-facing advisors as you want to do the same for them. The key? Ensuring that what they’re saying out in the world is in lockstep with the firm’s brand message—reinforcing its credibility rather than creating confusion. We help them stand out while still representing the firm's overall mission and vision with precision.
Because there's risk in inconsistent messaging, and reward in the opposite.
Inconsistent branding and messaging aren’t just minor missteps; they can cost your firm real revenue. According to a Lucidpress study, consistent brand presentation across all platforms can increase revenue by up to 23%. On the flip side, misalignment between your firm’s positioning and an advisor’s personal brand can weaken trust, making it harder to attract and convert ideal clients.
Let’s Build Your Brand’s Bedrock
Do you want to save on marketing costs?
See faster results once you start implementation?
Reduce the # of unqualified leads making it onto your calendar?
Feel confident delegating to a fractional CMO team?
That's exactly what happens when you put in the messaging work up front. It doesn't just make for a pretty brand—it makes for an efficient, profitable marketing system.
Is your firm’s messaging as connected as it should be? Let’s talk.
Related: How Financial Advisors Can Leverage SEO to Attract Clients