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Branding Guide for Financial Professionals

How to stand out within your industry by Danetha Doe


Before we jump into your brand, let’s get clear on what a brand actually means.

According to Webster, a brand is “a category of products that are all made by a particular company and all have a particular name or a particular kind or type of something”.

According to Oprah, a brand means consistency. And it is is developed over time when others learn that they can trust you and your perspective.

According to this guide, a brand is you and your unique message or service to impact and change the lives of others.

Why is your brand important?

In today’s digital age, financial professionals are faced with technology that can “do their job” and clients who want to work with someone who understands their unique needs. The need to stand out within this crowded industry is HUGE.

This is where your brand comes in to play. In order to gain the following, fans or community base, you need to capture the attention of those that love you. You have clients out there that are EAGER to hire you. In order to get their attention, you have to cut through the other noise. Develop a brand that speaks to the heart, comforts the soul and inspires others to lead a better a life.

Three steps to develop your brand

As a financial professional, there are three key ingredients to developing a rock-solid brand. Establishing your unique voice, identifying your ideal client, and developing a marketing plan. Below are some action steps you can take now to develop your brand.

What is your Unique Voice

Establishing your voice within the financial industry will help you stand out from your peers. You have a unique gift and service to share with the world. It is up to you to define and own it. Ask yourself these three questions to get started:

  1. List three adjectives that describe how you want others to feel after they interact with your company.
  2. Why is this important to you?
  3. How will you demonstrate these three adjectives in your online and offline presence?

Who is your ideal client?

Identifying your ideal customer is essential in order to make sure you are addressing their unique needs. It also ensures that you only work with customers that inspire you. Ask yourself these three questions to get started.

  1. Where does my ideal client hang out? List online and in-person channels/venues.
  2. What is my ideal client’s biggest fears and/or challenges?
  3. What is their #1 business goal and how can you help them achieve it?

What is your marketing plan?

Once you have established your unique voice and identified your ideal client, now is the time to get out there and get noticed. Complete these three steps to get started.

  1. Launch a weekly blog that highlights your unique voice and addresses your ideal client’s needs.
  2. Reach out to a publication and offer to guest blog for them.
  3. Get social! Choose one social media channel to engage your ideal clients.

Danetha Doe is an accountant and entrepreneur on a mission to help every woman achieve financial independence. As a consultant, Danetha helps your company's in-house marketing team develop content geared towards millennials and small business owners. She has been featured on Huffington Post Live with Suze Orman, and her photo graces billboards throughout California's Bay Area as a brand ambassador for Bike East Bay. In 2014, she was named “business influencer/next-generation accountant” by QuickBooks and Xero. And in 2015 she was honored as one of the Top 40 under 40 accounting professionals by CPA Practice Advisor. Click here to learn more about working with her