In the not-too-distant past, an advisor's brand identity was expressed in features such as a strong logo and brochure. In today's competitive marketplace, a strong identity must also include a robust and engaging digital presence.

Investors today, particularly Gen Xers and millennials, research advisors online before making a call or setting up a first appointment (even if referred). These prospective clients visit websites, Google names and pull up LinkedIn profiles to get a better understanding of the advisors they are considering.

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