Ready, Fire, Aim. It’s the approach many small businesses take with their marketing. Financial advisors are no exception. While this approach certainly beats an approach that never executes on the “fire” step, the aim step is too important to skip over.
When it comes to financial advisor marketing, the “aim” step has to do with the building of your brand collateral. Have you taken the right amount of time to develop your brand collateral? Have you gone through a brand audit? If not, I’d encourage you to do so before constructing your sales and marketing funnel.
A comprehensive brand audit will look at things like:
Strategy & Story Development – this includes research and insights, your communication strategy, defining your brand, and of course the messaging and story associated with your brand.
Identity – this includes the nomenclature used within your firm to define certain things. It includes your brand marks and visual style.
Experience – This aspect of your brand covers everything from your business papers/documents to digital communications and social networks. Furthermore, it starts to call into question the process for new client acquisition and presentation materials.
Is your brand represented consistently across all mediums or is it a bit of a hodge-podge production? Let’s face it – professionalism is a big deal when it comes to people and their decision to invest with you. The small step of a brand audit can go a long way in your quest to create professional contrast; it is a step that is best taken before you begin plowing time, money, and energy into marketing campaigns.
Looking for a sample brand audit worksheet? Check that out HERE.