Financial advice firms can earn back trust by taking control of their brand and marketing strategy rather than leaving it to change with ad hoc decisions, according to Trout Creative Thinking.
The brand design firm said clarity, authenticity and consistency were critical to building brands consumers trusted.
The firm’s strategy director, Carlo Tarquinio, said brand and marketing was not something advice firms could afford to get around to when it had some spare time.
“It is a core asset and function that needs to be integrated into all aspects of your business – how you define your customer value proposition, the expectations you set and how you deliver on them, the quality of all your service and communication interactions, and how you project your brand in the broader world,” he said.
“It doesn’t have to be complicated. In fact, it needs to be clear to everyone in the business so you can project that clarity to your clients and potential clients.”
