Chapter 13. Know the Essence of Your Advisor’s Brand

What is meant by “brand” in the context of a financial advisor? This does not refer to a mission statement, logo, slogan, product, service, or advertisement. These are all supportive clues, but they are not the essence of the brand. As consumers, we generally think of a brand as a product or service that is almost instantly recognizable. When we’re talking about products, familiar brands include Coca-Cola, Kleenex, and Apple. When we’re describing service, branding attributes might include VIP standards, or prompt and efficient attention, or outstanding performance. When a brand has developed a consistent history and high level of recognition, it provides comfort to consumers. That brand is reliable, and you can count on it.