The Secret to Branding a Financial Professional

Branding a financial advisor is important and only works if it’s done right. The truth is, there are many facets to creating and maintaining a brand. Not only should you always work with a Graphic Designer, but you should work with a marketing team. A team who knows how an effective brand reflects the personality and the public face of your company and understands how important it is that all elements of your business should reflect your unique brand.

1. We know what a brand is.

Branding /noun: brand·ing \ˈbran-diŋ\ A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so it is recognizable by more and more people

It starts by creating a name and icon that represents your company. Your logo is a simple way for a potential client to easily remember you. Associating your company name with a simple image makes it easier for someone to create a memorable and positive connection to your company. A logo should be, clear, powerful, and easily remembered creating the right impression at first glance. People should be able to easily recall this image. By doing this they will subconsciously associate you with the memory of that image. The more often they see it, the more recognizable and trusted you become. It should be on your website, social media profiles, business card, physical business location, and on all printed promotional products.

2. We know a brand is more than just a Logo.

Branding a financial advisor might start with a logo, but is actually an entire marketing practice that encompasses everything you do, say, and present on behalf of your company. It helps your customer or potential customer form a fast, but lasting, impression of your business. It speaks for you and acts as a visual representation of who you are as a business, and how you wish to be perceived.

Every potential client will compare you to your competitors. With a strong, unique brand they can instantly and clearly see the difference between you and your competitor. A well-executed and consistent brand throughout all marketing materials will clarify and solidify your position among your competitors and helps you establish roots in the marketplace and a bond with potential clients, making it less likely for them to replace you.

3. We went to school for this.

Experienced Graphic Designers aren’t just people drawing pictures on their computers. When I tell people what I do the most common response is “I wish I could draw stuff all day" or “That’s so fun, I made a logo for my cousin”. People often underestimate what a Graphic Designer can do for their business.

We are educated and trained in the psychology of color and layout, and the process of visual communication within the context of message, audience, environment, and technology. We hold degrees in Graphic Design, Marketing, and Art History. Many have sales experience and understand the importance of attracting qualified clients. We’re well versed in typography and how resolution, file format, and colors will affect the printing process. It is a Graphic Designer’s job to create a successful brand and maintain a consistent look/feel on your website, social media, emails, seminars, printed materials, and office space.

4. We know why you need a brand.

A strong and consistent brand will establish your company. It will give you a more solid foundation over your competition by looking more polished, more grounded and more established than your competitor without a consistent brand. People are more likely to do business with a company with a solid brand, it helps reinforce the fact you are a well-established expert in the field.

Professionally branding a financial advisor can help win referral business because it creates a secure and positive impression of your company. Your client’s are likely to refer business to you because of the familiarity and assumed dependability of suggesting friends/family use a name they can trust. When a new referral views you for the first time they see a brand that is maintained as they research you across different mediums. They are reassured that you’re an established company, can clearly see what you offer, feel they can trust you, and the way you handle your business. Word of mouth can become your best and most effective advertising technique. People will recognize you and associate your logo/brand with an established, trusted company, and you become a trusted choice.

In relevance with your brand, we all know how important a website is to a business's online strategy, but what does it really take to have a great website that drives traffic, leads & sales? The DMI Website Layout Maximizer is a free eBook is the ultimate resource to having a stellar website.  Grab your copy today and discover:

  • How to get found online with search engine optimization (SEO), including building inbound links and more
  • Important design and usability factors you need to know
  • Tips for creating content that attracts and keeps visitors on your website
  • Best practices for converting traffic into leads, including Calls-to-Action, Landing Pages, and Forms

15 Website Must Haves For Financial Advisors

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Kimberly Marcella - DMI Creative Director

Kimberly has been part of DMI Marketing for over seven years. Immediately after earning her degree in Graphic Design and Letterform, she was hired to be the designer for the marketing department at Brandeis University. Then she moved on to the marketing department at a top medical software company. There she created collateral for a national sales team and designed graphics for their trade shows and events. From there, she began designing and creating marketing strategies for the financial industry. She has spent most of her career specializing in marketing for financial professionals, and her diverse experience has given her a unique viewpoint for marketing to different industries. In her role as Creative Director at DMI, her goal is to help create unique and effective marketing strategies to drive qualified leads to the financial professionals who partner with DMI.

* This content is for licensed financial professional use only. This website is not intended for use by the general public.

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    DMI was founded in 1989 to provide financial advisors three dynamic elements for success: marketing services, sales consulting and business management.