Beauty is only skin deep. Image isnt everything. You cant judge a book by its cover. The English language is filled with expressions intended to emphasize the same point: that you shouldnt make judgments based solely on appearances. Does that mean branding isnt important? Certainly not. We live in a society where image matters. Its human nature to size up people and businesses based on what we see and experience during our interactions with them online, in print, or face-to-face.
Financial advisors should use branding to communicate their core values, differentiate themselves from competitors, and reinforce that their products and services are the ones best suited to meet client needs. Unfortunately, there are some fairly vocal proponents in the dont waste your time on branding; clients choose you because of who you are camp. This thinking process is flawed because it fails to take into account one basic fact: There are a lot of people who dont know who you are yet.
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