Earn trust back by brand control
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.”
Recommended for you
With HNW investors representing the largest market for alternative assets, Praemium and CoreData research underscores why this presents a compelling opportunity for advisers.
Having completed the successful integration of Diverger, Count has upgraded its forecast for expected synergy benefits achieved by the acquisition by a third.
Australia’s largest licensee has seen the biggest number of adviser losses over the past week, while the expected wave of new entrants has boosted overall adviser numbers.
Iress has increased its forecast adjusted EBITDA by $5 million for the 2023/24 financial year in light of the sale of its platform business to Praemium and hinted at a return to dividend payments.