Is your brand coming across as a Nordstrom or a Kmart? In the asset management world, we’re asking investors to commit a significant amount of money to invest in companies and products.
It’s important for your brand to come across as high quality as possible, and that goes beyond just your logo.
Develop Your Brand From the Beginning
When you’re thinking about beginning your offering, develop your brand from the get-go. This means BEFORE starting your website and launching it. We see a lot of firms start with a website, then they think about how it’s coming across and want to go backwards and develop their brand. It’s much easier to start with the brand and then go with your website.
Your brand is part of your firm’s personality. It includes your logo, fonts and colors, but it also outlines graphic treatments, the types of photographs to use and the messaging tone you’ll use in your pieces.
Consistency Across the Board
From there, it’s important to think about consistency across the board. As you’re going to trade shows, conferences, sending emails, providing offering materials and creating videos, you want your brand to come through and be consistent in all of those different types of marketing communications. Over time, this helps create brand awareness with advisors – which is the first step in engaging them in conversation with your sales team.
Show Your Personality
Finally, make sure your brand is real. We are a very professional industry, but that doesn’t mean that the personality of your firm can’t come across in your brand. You can showcase qualities that are unique about your firm in your brand, as well as in your marketing pieces.