Market in Motion Blog


The 4 Elements of Brand Voice

Branding 0 Comments

Financial advisors are just like any other business when it comes to defining a brand; they need to express it well to communicate the right message to prospects and clients. It is one of the most crucial things an advisor can do to grow their business.

The way that your brand is expressed through your marketing and advertising can be referred to as your brand voice. There are four important elements to consider when defining your brand voice.


The character of a brand’s voice is the way that its voice is represented. It is the focal point of the brand’s relationship with its audience. A brand character can be more conceptual, or it can be embodied in an individual or spokesperson. For many financial advisors and other professional service providers, their brand character is just a representation of themselves. Because a service offering is so wrapped up in the character of the individual who executes it, it makes sense for an audience to interact directly with the advisor’s public persona.

Character is made up of two distinct elements: character appearance and character personality. The images and pictures advisors use in their marketing serve as the visual representation of their brand. Professional headshots, appropriate attire, and even friendly facial expression can go a long way to creating an inviting character.

For those who choose to let their company exist as an entity without using their own likeness as a representation face the same challenges as those who act as their own spokesperson. A logo can be imbued with as much personality as a picture of a human being. It is all about creating a clear set of attributes that can be expressed in the other elements of brand voice.


Once a character is defined, it becomes crucial that an audience understand the goals and aims of that character, and, in turn, the company it represents. This is where a brand purpose comes in. Often a company will take time to establish its purpose through a mission statement that encapsulates a brand’s values, unique value, and primary benefits. This mission statement can then be used to inform the brand voice by providing editorial direction for topics that are important to the brand.

Communicating your purpose is the primary goal of your brand character. When a purpose is communicated clearly, it will act as a magnet attracting the ideal clients whose goals align with that purpose. Thus the goal of every new iteration of brand expression becomes expressing purpose in some way or another.

Click here to read our guide to creating powerful mission statements.


In MailChimp’s brand guide the company has this to say about tone:

“What’s the difference between voice and tone? Think of it this way: You have the same voice all the time, but your tone changes. You might use one tone when you’re out to dinner with your closest friends, and a different tone when you’re in a meeting with your boss.
The same is true for MailChimp. Our voice doesn’t change much from day to day, but our tone changes all the time.”

Tone is the situational expression of a brand. It can change from situation to situation and from subject to subject, but it is always some version of the overall voice. Tone is expressed through the positions you take on different matters as well as the volume and insistence of your communication.

When considering tone, there are several situations in which a company can expect the need for communication to arise: the sales process, troubleshooting, apologies, and financial transactions. By determining the tone most appropriate for each situation a brand can begin to build out its tone from the collective sum of all the different tones used.


A big part of brand voice is the language that it uses to express itself. It defines the purpose, illustrates the character and makes up the tone already discussed. There are a lot of questions to answer when considering what type of language to use in your marketing. How these questions are answered is the process in which the rest of the brand voice elements are defined.

One aspect of a brand’s language is how formal it is. Financial advisors will often lean towards more formal language. This can be expressed with slightly longer and more complex sentences, the inclusion of more industry terms and buzzwords as well as longer more complex vocabulary.

While this can go a long way to establishing expertise, the risk with overly formal language is alienating an audience. It is harder to feel a personal connection with language meant to demonstrate knowledge. As with the other elements of brand voice, there is a tight wire act between presenting the polished persona and allowing the audience to connect with the more human side of the company.

When considering the voice of your brand, it is important to focus on each of the different elements and define the parameters in which a brand will operate. One powerful technique is to phrase things in a “we are, we are not” paradigm. By establishing the type of character, purpose, tone and language their brand both will and will not be associated with a financial advisor can begin to put finite edges on its brand voice what can be a very elusive and difficult to communicate concept. It is worth spending time with this exercise as a cohesive voice will not only attract an advisor’s ideal clients but will also act as a catalyst for continued engagement with existing clients.

Related Content

Back to blog list

Join Discussion

Still Have Questions?

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