In early 2021, Marketing Intent was approached by two financial advisors who had a vision of bringing their practices together under one brand. Keri Pugh and Nelisha Firestone of LPL Financial both had long-standing successful practices but were ready for the next step in growing their AUM.
The firm and brand Keri and Nelisha envisioned was not their “grandfather’s advisor,” and they wanted their experience as female advisors to serve as its foundation. They were interested in attracting those clients they could serve best and those they enjoyed working with the most. As successful advisors, Keri and Nelisha both had established prospecting approaches and business processes. Our challenge was to reflect the essence of Keri and Nelisha in the branding for their new firm and to bring together the best of both of their practices to speak to their target clients.
We got to know Keri and Nelisha, their strengths and insights through a series of conversations about how they built their practices. We asked hard questions about who they wanted to target, their strengths, where they wanted to improve and how their clients see them. From there, we uncovered the commonalities, defined their target audiences and developed Fusion’s brand and messaging foundation. The Fusion website was our launching point with Keri and Nelisha. We’ve since expanded our work with them to include collateral to bring consistency to their marketing and present Fusion as a cohesive firm to their clients.
A financial advisor’s brand reflects them personally. We provided Keri and Nelisha with a brand that embodies their personalities and their mission. In turn, this congruency has generated new referral sources, new clients and new employees for Fusion. It also created opportunities for Fusion to share with other financial advisors the ways that investing in marketing created business success.