July 2021 Issue: Why Personal Brands Matter, and Where they fit in your Firm's Growth Marketing Plan-Why Personal Brands Matter, and Where they fit in your Firm's Growth Marketing Plan by Kristin Harad

Why Personal Brands Matter, and Where they fit in your Firm's Growth Marketing Plan by Kristin Harad

Pdf Summary

In the world of financial advisory firms, building trust with the public is crucial due to the skepticism caused by past financial scandals. To overcome this skepticism and connect with potential clients, it is important for firms to focus on personal branding alongside their company brand. Personal brands allow advisors to showcase their expertise, personality, and interests, creating a connection with clients. The firm's website, particularly the About Us page, plays a significant role in showcasing the personal profiles of advisors. These profiles should go beyond a headshot and title and instead tell a personal story, using video, personal photos, and links to content the advisor has produced. The profiles should also highlight the advisor's specialty, credentials, volunteer activities, and provide easy ways to contact them. <br /><br />There are two main approaches to personal branding: centralized and decentralized. In centralized branding, personal brands fall under the company brand and advisors act as branded representatives of the firm. This approach works well for larger firms that have a higher investment in marketing and can generate company content with the support of a marketing team. On the other hand, decentralized branding allows advisors to operate independently and create their own personal brands. This approach suits firms with an entrepreneurial culture and self-starting advisors who want to create their own content and have business development responsibilities. <br /><br />Regardless of the approach, personal branding is essential in the financial advisory industry because clients want to connect with authentic and approachable individuals they can trust. Personal brands can be showcased through websites, podcasts, blog posts, and social media, and can serve to attract new clients and nurture existing relationships. By incorporating personal branding into their growth marketing strategies, firms can start building trust and connecting with clients in a more meaningful way.

Keywords

financial advisory firms

personal branding

trust

company brand

personal profiles

authenticity

approachability

websites

social media

client connection