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Friday, July 12, 2024

How These Advisor Model Tales Got here to Life

Constructing a profitable model isn’t any small feat. While you take a look at iconic manufacturers which have captured hearts, minds, and shopper loyalty over time, what you don’t see is the lengthy checklist of artistic and strategic selections that went into telling their compelling model tales. The perfect manufacturers on the market make it look straightforward—however any advertising and marketing specialist will inform you that model improvement is a tremendous artwork that requires a deep dive into who you’re, what you supply, and why you’re completely different.

This train may be robust for entrepreneurial companies to tug off with out assist. Whereas they know their enterprise in and out, bringing this information to life in an expert, scalable model takes cautious planning and execution.

Right here, we discover how two affiliated companies introduced their one-of-a-kind model tales to life in partnership with Commonwealth’s Advisor Advertising group.

Soar Wealth Methods Embraces Independence—and a New Model

Earlier than they had been Soar Wealth Methods, they had been Brent Connelly and Jon Schuetz, CFP®, AAMS®—newly impartial and filled with concepts for rising their enterprise. Coming from a captive setting, Connelly and Schuetz had huge goals of tailoring their enterprise to replicate their area of interest experience, consumer dedication, and Midwestern sensibilities.

“It was just a little bit distinctive, coming from a distinct dealer/vendor with a nationwide model, however Jon and I knew from the start that with the intention to stand out within the impartial area, we wished to guarantee that there was one thing completely different about our model,” defined Connelly.

A guiding imaginative and prescient. Connelly and Schuetz started brainstorming the way to inform their model story. Placing their heads collectively, they discovered instantaneous alignment in branding parts that emphasised positivity, risk, and patriotism. “We got here up with this imaginative and prescient of an eagle,” Connelly stated, “after which we thought, ‘What’s a reputation we are able to use round an eagle?’”

“We searched on-line and located this quote that 1716029066 hangs in our outer workplace,” Schuetz continued, reciting it by coronary heart. “All birds discover shelter throughout rain. However eagle avoids rain by flying above the clouds. Issues are widespread, however angle makes the distinction.”

It was their aha second. The picture of an eagle hovering above all of it and fixing issues immediately resonated with Connelly and Schuetz—they seen their enterprise as a spot shoppers can flip to for steering and a relaxed, strategic perspective.

Refining the imaginative and prescient with artistic enter. By the point Connelly and Schuetz linked with Commonwealth’s Advisor Advertising group, they’d a robust sense of the place they wished to go with their new model. However they wanted assist refining their imaginative and prescient and bringing it to life. “It was enjoyable to brainstorm collectively, however we clearly knew that this wasn’t our space of experience,” Connelly defined.


“We threw plenty of concepts at them,” he continued, describing their first assembly with Advisor Advertising. “However they by no means shot us down. They by no means stated, ‘No, that’s not excellent.’ They had been excellent at letting us discover what was in our minds, after which they took that and actually helped us slender our focus.”

“What we settled on is ideal,” stated Schuetz, referring to their glossy, refined emblem design. “They actually took into consideration the form of the eagle, the colour of the eagle,” stated Connelly. The brand new emblem units the suitable tone for Schuetz and Connelly’s private fashion and likewise appeals to a broad viewers.

A agency—and versatile—basis. Selecting a model expression that will be amenable to future adjustments was key for Schuetz, Connelly, and the Advisor Advertising group. “There’s all the time a view in direction of what may be subsequent as we construct this model,” stated Schuetz. One model touchpoint Soar is very enthusiastic about is their new podcast, Monetary Flight Academy, a platform for tales about individuals who have overcome adversity or taken a leap of religion.

For 2 advisors who’ve navigated a profitable transition into the impartial area, plainly Schuetz and Connelly know a factor or two about leaps of religion—and the way to information and encourage shoppers to take strategic leaps of their very own, too.

Aspect Monetary Group Grows Up—and Launches a Daring New Model

In contrast to Soar Wealth Methods, Aspect Monetary Group had a longstanding model—one they preferred fairly a bit. It was a model that cofounders Alex Levi, AIF®, and JoanAnn Natola, AIF®, curated in 2006 when Aspect was nonetheless in its infancy. “We did it ourselves, so it was our child,” Levi defined.

So much has modified since then. “We’ve constructed a really robust enterprise,” Levi stated. “We grew up, and our agency grew up and matured . . . and we wished our web site to replicate that,” Natola continued.

A modest objective for a longtime model. The itch to evolve the model began off small, with “refresh” being the phrase Levi and Natola used to explain their objective. They wished to alter the photographs and tweak the language, however the goal was to brush issues up whereas preserving the model bones in place. Once they linked with Advisor Advertising, their expectations had been categorically modest.

“We had a beautiful dialog with the entire [Advisor Marketing] group,” Levi stated. “They did a very nice obtain of who we’re and what our enterprise is. Once more, the entire time, we’re pondering ‘Refresh, refresh.’”

Activating the model’s full potential. However when Levi and Natola regrouped with the group for his or her first undertaking checkpoint, they obtained greater than swapped-out imagery and lightweight copyedits to evaluation. After such an in depth kickoff assembly, the Advisor Advertising group acknowledged the distinctiveness of Aspect’s fashion—a fragile stability of experience, empathy, professionalism, and personability—and noticed {that a} refresh would promote them brief.

Introduced with a recent new emblem, vibrant shade palette, and a heat, inviting voice, Levi and Natola had been shocked to see the center and soul of their enterprise mirrored again to them in a brand new model. Instantly, their refresh-only mindset was out the window. The Aspect model was filled with potential, and so they had been going to grab it.


“The primary reveal was surprising to JoanAnn and I. In that instantaneous, we realized it was extra reflective of who we had change into,” Levi recalled. “Welcoming, open, direct, recent—we wished that reflection of who we’re that additionally mirrored the enterprise now we have.”

The model’s new look was edgy but approachable. It expressed what Levi and Natola had lengthy felt about their roles in a male-dominated trade that may generally be creatively one-dimensional. They had been doing issues in a different way in each their enterprise and their model, bringing a intentionally private contact to their work. Over years of observe, there was no query that cash is an emotional topic for many individuals. And that’s okay.

“You come to an advisor to speak about essentially the most private issues in your life . . . for us, you’ll be able to’t tiptoe round these conversations. Let’s get private, dive proper in,” Levi stated, referring to core model language that developed via collaborative conversations with Advisor Advertising.

Placing the model into motion—and into the world. Like Soar, Aspect began constructing a whole ecosystem of branded touchpoints as soon as their model was in place. “Wealth advisory agreements and new consumer onboarding kits had been instantly branded. We name it ‘Elementized,’” stated Natola. “Every little thing from the signatures on our electronic mail, each instructional deck that we create for retirement providers shoppers—100% Elementized. Any bill, any motion objects, any communication that goes out . . . all the time has our Aspect Monetary Group emblem, and it’s typically speckled with another part of our model.”

Levi and Natola are proud stewards of their new model and are excited by the optimistic suggestions from shoppers, prospects, and recruits. The “let’s get private” tackle advising feels good as a result of it’s a model slogan that comes from an authentically Aspect strategy.

Serving to Advisors Inform Their Model Tales

As these two advisor companies will attest, investing in your model to make sure that it represents who you’re, whom you serve, and the way you serve them could be a rewarding expertise with worthwhile outcomes. When you’re able to go down a brand-building path, don’t go it alone. Identical to your shoppers flip to you for monetary planning experience, you might profit from participating the providers of a model improvement specialist.

At Commonwealth, our Advisor Advertising professionals associate with new and present advisor companies to not solely do the hands-on work of crafting logos, sprucing messaging, and constructing web sites but in addition mentor each advisor on being a strategic model steward that conjures up confidence in present and potential shoppers.

What might your agency obtain with a brand new model? Obtain our workbook to draw shoppers and improve your aggressive edge.

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