A Logo Is Not Just a Logo

Posted by Prospera Financial on October 28, 2020

If you are an advisor going independent for the first time, one of the often-overlooked pieces is branding. Sure, you go through determining what to call yourself, what your business cards and stationery will look like and hopefully even go through the steps of setting up a website. But then what? More often than not, that’s the extent of it and it just sits kind of static for a number of years. I say let’s take it beyond that.

The foundation of your brand is your logo- so, yes, that logo is critical. Hopefully, you have either hired or been counseled by someone that takes the time to learn about what your preferences are, how you run your business, and how you interact with your clients, all to get a feel for how your logo should look. In other words, what feelings you want your logo to invoke. And, there is science behind those feelings- did you know it is proven that certain colors illicit certain feelings and off the cuff judgements? (More on colors in a later post…) Then, your website, packaging and promotional materials, zoom backgrounds etc., are some avenues to communicate your brand and bring your firm to life.

Now, if I haven’t lost you already, you may be asking yourself, “What the heck is a brand strategy?” A brand strategy should include the who, how, what, where, and when of delivering your message. The channels you use to communicate are also a part of this brand strategy. By channels, we are not talking about tv channels (although that could technically be a channel). I am talking via email blast, video, quarterly newsletters, podcasts, etc.

Consistent, strategic branding leads to a strong brand identity and equity, allowing for added value to your practice. In the end, the true value of branding lies in the emotional attachment it invokes in your clients.

How do you get to the point of building this secret sauce? I think asking 4 key questions can get you started:

1. What is your practice’s mission?

2. What are the benefits and features of your products and services?

3. What pre-conceived notions do your customers and prospects already have about your practice?

4. What qualities or emotional attachments do you want these clients and prospects to associate with your practice?

Do your research and don’t rely on what you think or what you heard. Find out for real what they think.

Stay tuned for the next post when we talk about Step 2: Now that you have defined your brand, how do you get the word out? This is where actionable straight-up marketing comes into play.

Talk soon,

Tarah Williams
SVP, Marketing & Advisor Loyalty

Posted by Prospera Financial