Building Your Personal Brand as an Advisor

Building a strong personal brand is essential for anyone who wants to stand out in their competitive market — including advisors and wealth professionals.

According to author and marketing strategist Dorie Clark, “A personal brand is a synonym for your reputation.”

I’d say it’s even more than that. A strong brand reflects your expertise, passion, and dedication to helping your clients achieve their financial goals.

The good news, according to a survey by LinkedIn, is that more than two in three professionals already recognize that having a well-established personal brand can help them attract more clients and grow their business. The not-so-good news is that many professionals, including advisors, are uncertain about how to build that personal brand.

To help you get started, here are five straightforward steps to follow:

Step 1: Define your unique value proposition (UVP)

As mentioned in a previous post, start by identifying what sets you apart from your peers and craft a compelling UVP. Determine your key strengths, expertise, and target audience. Your UVP should reflect your specialization and showcase the unique value you offer to your clients.

Step 2: Create an engaging online presence

Having a robust online presence is crucial for personal branding. Build a professional website that profiles your expertise, services, and testimonials from satisfied clients. You should also build a strong presence on social media platforms such as LinkedIn and Facebook by sharing valuable insights, articles, and your take on industry trends.

Step 3: Establish yourself as an industry thought leader

Position yourself as an authority in your field by creating and sharing high-quality content. Start a blog — or a podcast — to share your expertise and insights regularly. Host or speak at industry events, webinars, and conferences to showcase your knowledge and experience, and make yourself available to the financial media as a go-to source for perspective on the markets or wealth planning.

Step 4: Leverage client testimonials and referrals

A decade ago, a well-known Nielsen survey found that 92% of consumers trusted recommendations from friends and family above all other forms of advertising. That’s why positive feedback from satisfied clients can be such a powerful branding tool. Encourage your clients to provide testimonials and referrals and reassure them that they can do so anonymously. Word-of-mouth marketing can significantly boost your credibility and attract new clients.

Step 5: Network, connect, and collaborate

Networking is instrumental in building your personal brand. Connect with other professionals, industry influencers and potential clients. Collaborate on projects, especially with advisors in other regions, or host joint webinars to expand your reach and gain credibility.

Four dos and don’ts:

Do:

1. Be authentic and tell your story – Showcase your personality and values and share your personal journey, experiences, and successes. These can help forge deeper connections and humanize your brand.
2. Stay consistent – Maintain a consistent message and visual identity across all platforms.
3. Be visible and accessible – Engage with prospective new clients and respond to their comments and messages promptly.
4. Provide value – Focus on providing valuable insights and solutions to your audience.

Don’t:

1. Overlook compliance – Ensure your branding complies with regulatory requirements in the financial industry and with your dealer.
2. Neglect feedback – Always listen to client feedback and continuously update and improve your services.
3. Use generic content – Avoid sharing generic or outdated content that doesn’t resonate with your audience.
4. Overpromote yourself – While it’s essential to market yourself and your services, avoid excessive self-promotion – especially on social media. Focus instead on providing value and building trust.

Following these steps will enable you to build an authentic personal brand that resonates with your audience and sets you apart from your peers. Remember, personal branding is an ongoing process – staying true to your values while delivering value to your clients will help you establish a strong and enduring brand presence.

Patti Houghton

AVP, Marketing

iA Wealth