Your brand goes much deeper than just your company logo. Branding is the art of aligning what you want your existing and prospective clients to think about your business with how they actually perceive your company. The power of your brand is a simple visual that instantaneously communicates what your business and service proposition is about, and this can be an integral reason why clients choose to use your services.
Every financial advisory business wants to be an existing client or prospective client’s first choice. Building and managing a brand can play a significant part in making that happen. However, there are many financial advisory firms that look tired, out of date, misunderstood or just have a misfit brand.
When should you overhaul your brand?
It may be an appropriate time to consider re-evaluating your brand when any of the following major changes occur within your company:
Your client base has changed: If your brand does not speak to your audience, your business will suffer.
You have a dated look: Some brands are simply unable to withstand the test of time. Rebranding can take the best elements of your existing brand and repackage it to attract new clients.
Your service proposition has changed: This may require a different brand as well as a different marketing strategy, especially post-RDR.
You have moved location: You need to update your stationery, and this may be the time you need to look at your brand.
You have expanded your business: A brand that was good enough for you as a small financial advisory firm often does not have the elements it takes to be effective on a much larger scale.
These reasons do not always mean rebranding completely, but rather tweaking elements or adjusting your logo to reflect your current business. A brand communicates key information about your business. It makes sense for your brand to evolve as your organisation does.
For many years, Goldmine Media has been designing custom logos and building brands for the financial services sector. For more information, please contact us today.
Oliver Taylor, Head of Sales & Marketing, Goldmine Media
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