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The Value of Creating an Impactful Slogan

Branding, Susan's Branding Corner 0 Comments

Note From FMG Suite: We have been working with Susan Danzig for many years now. Her insights into the world of branding and marketing for financial advisors have been incredibly valuable, both to our company and to our clients. We are happy to announce her new weekly column Susan’s Branding Corner, where she will be covering topics relating to developing your best online presence. 


Once you have gone through the steps of defining who your ideal client is, along with clarifying your own areas of expertise, the next critical step is coming up with a powerful slogan for your business. Here are three important aspects essential for creating a slogan that will raise visibility, increase credibility and consistently attract your ideal clients:

  1. Make sure your brand’s slogan has a focused marketing message that speaks directly to the needs of your target market.
  2. The formula for a slogan is:  what you do + for whom.  A slogan is ideally no more than seven words (For example: Financial Planning for Independent Women or Retirement Planning for Executives).
  3. It is critical that you and your team communicate your slogan consistently in order to both support your clients in understanding your value and attracting ideal prospects.

How can you define your message and attract ideal clients to your practice in a way that is unique and stands out in a potential client’s mind?  Make sure your slogan expresses exactly what you do and for whom.  A common mistake of financial service professionals is not having a memorable and concise marketing message. Having a slogan that is personalized for your business’s services is a critical piece to your overall branded system.

Having a clear slogan is valuable when educating your clients, prospects and center of influence about whom you serve and the services you specialize in providing. Whether meeting new clients in person, or with the aid of your marketing collateral, through your social media communications or other determined marketing channels, your business’s message needs to be consistent as well as address the needs of your ideal client.

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