Personal Branding
December 22, 2022

How to Build A Personal Brand As A Financial Advisor

Personal branding and identity for financial advisors

Mindy Wee
Customer Success @ Finberty
Mindy Wee

As a financial advisor, in most cases, you own your brand and career as a self-employed advisor. Building a personal brand can help you stand out in a competitive market.

Personal branding for financial advisors

"Personal branding is about managing your name—even if you don’t own a business—in a world of misinformation, disinformation, and semi-permanent Google records." - Tim Ferriss, Author and Entrepreneur

Tim Ferris personal branding

As a financial advisor, in most cases, you own your brand and career as a self-employed advisor. Building a personal brand can help you stand out in a competitive market.

There are several reasons why financial advisors should care about building a personal brand:

1. Attracting new clients

A financial advisor who has developed a strong personal brand may be more likely to do so through online searches or word-of-mouth recommendations. Potential clients may be more inclined to contact a financial advisor if they have a professional profile highlighting their training, experience, and areas of specialisation. It could be a website, a LinkedIn profile, or other forms of portfolio. A financial advisor may be more likely to draw organic inbound clients looking for financial advice online if they have an active social media presence and often offer valuable information.

2. Establishing credibility

Building a personal brand can help financial advisors establish credibility and trust with potential clients. For example, suppose a financial advisor has written a series of well-received articles or social media posts on a specific topic: retirement, motherhood, or entrepreneurship. In that case, they may be seen as a credible and knowledgeable resource by potential clients who genuinely resonate with those topics. Additionally, regular engagement with their audience can portray a financial advisor as more approachable and trustworthy.

3. Differentiating yourself

How are you most different from others? Is it your empathy, your family background, or your technical knowledge?

Financial advisers can set themselves apart from the competition by showcasing their particular areas of expertise and ideals by developing a personal brand. For instance, a financial adviser who focuses on working with small business owners may use their personal brand to highlight how well they know the specific financial requirements of small firms and how they can assist owners in achieving their financial objectives.

4. Enhancing your reputation

"Your personal brand is what people say about you when you're not in the room." - Jeff Bezos, CEO of Amazon

Let your happy customers speak for you. For instance, a financial advisor may be more likely to get good recommendations from pleased clients if they continuously provide exceptional service and helpful financial advice to their clients. In the community, this can help the financial advisor establish a solid reputation as a reliable source of guidance.

Jeff Bezos Personal Branding

Sounds important? But how to start if you’ve never had any website or LinkedIn profile?

Here are some activities you can consider:

1. Define your brand

If you specialise in retirement planning, you might define your brand as a retirement planning expert who helps clients achieve their goals in retirement. Talk about it on a blog or social media posts. You might need the patience to see results after a couple of weeks, but the reach and engagement on social media will compound!

2. Create a professional profile

You might include information on your social media profile or personal blog about your education and experience, the services you offer and your areas of expertise. For example, have a banner on your LinkedIn profile highlighting your approach to retirement planning and a call-to-action to encourage clients considering retirement planning to connect with you.

3. Use social media to your advantage

A report by the Infocomm Media Development Authority (IMDA) found that Singaporeans spend an average of 3.5 hours per day on social media, making it the third-highest in the world.

Social media platforms like LinkedIn, Twitter, and Facebook can be great tools for networking and promoting your brand. Use these platforms to share valuable content, connect with potential clients, and engage with your audience.

4. Network and make connections

You might attend industry events or conferences, join professional organisations like the Financial Planning Association of Singapore, and MDRT, and reach out to other financial advisors and industry professionals to build your network and make connections.

5. Deliver excellent service

"Your personal brand is the reputation you build over time, based on your actions, your words, and the value you deliver. It's the way you present yourself to the world, and it's the foundation of your success." - Masayoshi Son, Japanese businessman and CEO of SoftBank Group

You might strive to be responsive to your client's needs and concerns, keep them informed about their financial plans and progress, and be honest and transparent in your interactions with them.

Masayoshi Son Softbank Personal Brand

6. Collaborate with industry thought leaders

You might seek opportunities to collaborate with other financial advisors or industry experts, such as by writing guest articles for industry publications or participating in panel discussions or webinars. Be sure to share the content on your social media channels or website. A picture (or video, in this case) speaks a thousand words!

7. Be active in your community

You might volunteer your time or resources to a local charity or non-profit organisation or speak at industry events or conferences in your community. This can help you build your personal brand and establish yourself as a thought leader in your community. If you don’t have the opportunity to speak at a prestige forum, share your insights on social media, such as creating a short Instagram LIVE or infographics on LinkedIn. Stay authentic, respectful, and helpful. People will appreciate the values you bring.

8. Showcase strong testimonials

A survey by Qualtrics found that customer reviews are the second most trusted form of advertising, with only personal recommendations being more trusted. This indicates that customer testimonials can be an effective way to build trust and credibility with potential customers.

In addition to maintaining a professional website and active social media profiles, you might also build your reputation through testimonials by asking satisfied clients to leave reviews of your services. This can help potential clients see your value and build trust in your services.

It's time!

Take control of your career as a financial advisor and differentiate yourself!
Gaining new clients and achieving your professional goals require a strong personal brand. So get out there and develop your own value offer, connect with others in the field, and use social media and online reviews to become known as the neighbourhood's go-to financial advisor.
It's time to shine and find financial success on your terms; the sky's the limit if you take action today!

Finberty specialises in empowering financial advisors with technology and expertise. Connect with us to build your superstar personal brand!

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