Market in Motion Blog


I’m Struggling to Define my Brand, Help!

General Marketing, Marketing Tips 0 Comments

Defining your brand is something every company tackles at some point in their growth, and if you are struggling to get started you’re not alone! In this week’s marketing tip, Brandon and Marina share some tips and work you can do to get started defining your brand.

The following two exercises will get your mind thinking about how to define your brand:

The first step to take when building a brand is to ask yourself the million-dollar question: why does your company exist? This question may seem a little existential, but it really does form the core of what you do. We ask ourselves this same question often at FMG Suite and our answer is that we exist to provide financial advisors the marketing tools they need to succeed. We understand that you have a lot on your plate and that marketing likely isn’t your first priority, which is why we offer an all-in-one marketing suite to alleviate some of these needs.

Your answer to why you exist could follow a similar structure. What needs do you help your clients address? What are you passionate about? What do clients thank you for? These questions will get you started in defining your brand.

The next homework assignment is creating a concrete persona that you can imagine yourself marketing to. We have found that when financial advisors put a face to their brand, it makes it much easier to create marketing materials. Some questions to get you started:

  • Who is your ideal client?
  • How old are they?
  • What stage of investing are they in?
  • Do they work in a specific industry?
  • How many children or grandchildren do they have?

It is also possible to have multiple personas, because you probably have many facets of your business. If you would like more information, we did a marketing tip all about personas!

Once you have these two homework assignments done, put them together by combining your purpose (why you exist) with your persona (your ideal client). Here, you will have a strong foundation for brand definition.

PS: Here are three advisors we think have done an awesome job defining their brands! Eric Flaten of ePersonal Financial, Laura LaTorrette of North Georgia Wealth Management Group, and Trudy Langston of Savvy Tax Chick.

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite