Branding is probably the most misunderstood aspect of financial advisor marketing. Perhaps due to heavy regulation that these firms are subject to, most financial advisors have yet to conceptualize what a brand really is, or how it can make a difference in their business. This blog will study two dominant brands and outline the aspects that make them strong. We will also discuss the elements of poor financial advisor branding (what I call “anti-branding”) that are commonly seen throughout the industry.
While at first, the CFA exam was a thing I did for the thrill of overcoming the huge challenge of cracking into asset management and becoming a portfolio manager, in the end, getting my CFA designation became the thing that has had the single greatest impact on my career. What I learned would have stayed with me to this day – and it goes way beyond concepts like the Markowitz efficient frontier or any of the subject matter.