What is the first impression prospects have when visiting your website or looking over your literature? Do they perceive a clear message about your firm, what you value and how you'll solve their problem? Does it confirm your credibility and motivate them to want to know you better?
If these questions resonate with you because you aren't so happy with the answers, read the article Tone Your Firm's Message With a Brand Exercise by Jeff Young, senior vice president for Huntington Asset Services, published recently in Money Management Executive.
Jeff says fund firm literature are often "one-offs, such as fact sheets, commentaries, websites and brochures that operate on autopilot." Then, newer communications sometimes focus on "points that are important, but seemingly different or even contradictory to previous messages that are still available to the public."
"All of this and more speaks to who you are as an organization - your brand. So how do prospects and advisors understand who you are?" Jeff says.
In the article, Jeff provides a roadmap to refresh a firm's brand.
Jeff - Thank you for using a sound byte from me: "If you don't have a brand, all you have is performance. And, if your performance stumbles, you're left with nothing and you simply get dropped."
Jeff Young and Huntington Asset Services is a SunStar client.
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