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
Compared to four years ago when the divide between boutique and large licensees were largely equal, adviser movements have seen this trend shift in light of new licensees commencing.
As ongoing market uncertainty sees advisers look beyond traditional equity exposure, Fidante has found adviser interest in small caps and emerging markets for portfolio returns has almost doubled since April.
CoreData has shared the top areas of demand for cryptocurrency advice but finds investors are seeking advisers who actively invest in the asset themselves.
With regulators ‘raising the bar’ on retirement planning, Lonsec Research and Ratings has urged advisers to place greater focus on sequencing and longevity risk as they navigate clients through the shifting landscape.
