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 ...

Get Practical Lessons for Your Financial Life (Collection) now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.