“Everybody has a brand whether you are using it or not. There is nothing mystical or magical about a brand. Think of it as a tool.”

With that, Betsy Henning, the chief executive officer of AHA!, offered a practical guide to establishing and maintaining a brand for registered financial advisors. Henning was the principal speaker in a session “Build Your Own Brand into a Powerful Business Tool” at the Charles Schwab & Co. IMPACT 2010 Conference, which opened Wednesday in Boston.

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