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
Adviser numbers have continued the winning streak for the 2025–26 financial year with the seventh consecutive week in the green, buoyed by a steady flow of new entrants.
Netwealth chief executive Matt Heine has explained the platform is focused on accelerating its share of the affluent advice market as its NPAT reaches $116 million.
ETF provider Global X has appointed five new roles across the business, including a head of technology, as it seeks to scale the business and expand its reach in the Australian market.
Insignia chief executive, Scott Hartley, has said the licensee is “on track” with 2030 revenue and client targets for its advice division, and is looking to AI for future efficiencies.
