Brand Story And Message

by | Dec 6, 2021 | Our Services

Your Brand Story and Message is what makes you stand out from other independent advisors online. If done right, it should give ideal prospects the feeling to be heard and understood. Many of our clients started out at companies like Merrill Lynch or Edward Jones. Now that they have their own brand, they want a clear and concise message in a relatable voice to attract ideal clientele and further build their business. In this article, we’re going to look at how you can develop a brand story and message that will make who you are and what you do abundantly clear.

Craft your unique Brand Story and Message

We’ve asked more than 100 retirees and pre-retirees to explain what motivated them to hire their financial advisor. Their answers reveal key insights that most overlook.
Marketers are used to identifying the language your ideal clients are using when they’re talking about their problems. Most often they use what your clients say word for word to write your marketing message. This is called “Voice of Consumer” research. Unfortunately, there’s a big problem with this approach.

Voice of Consumer Vs. Desire of Consumer

In most cases your prospects or clients don’t have the awareness to put into words what they’re feeling or experiencing. When it comes to VoC research They’re going to make their best attempt to describe deep emotions, motivations, and desires. Undoubtedly is expressing yourself truthfully and clearly not an easy tasks. Therefore what they really mean often does not get across from what they’ve said. That’s why we believe it is vital to go beyond the Voice of Consumer to craft your unique Brand Story & Message.

Speaking Directly To The Desires Of Your Clients

To reveal your ideal clients core desires, you have to look beyond the words they use. Pose questions that shed light on their true desires. Subsequently, you can take those words and craft a message that describe what they want better than they could ever say it themselves. You want a prospective client to visit your website and think, “This is exactly what I’ve been looking for.” For this reason we use Desire of Consumer research during our Deep(er)™ Dive process to craft your marketing message. Getting your messaging right is challenging. If you want help, click here to visit our contact page and tell us about your project.

Make Who You Are And What You Do Crystal Clear

It takes only takes a split second for someone to make up their mind about a brand. Hence people who visit your website should, within the first few seconds, know exactly who you are, what you do, who your services are for, if it’s right for them, and where to take the next step. Might sound like a tall order, but it can be done with a well-designed brand story and message! There are several key locations on the website where this messaging should be present: There are other places on your website you can take advantage of, but we’ve found that these are the three highest leverage points. The high leverage messaging points should always include a clear and compelling call to action that invites your visitors to take the next step to work with you. Brand-Story-And-Message-Example-01

Example #1 – Valtinson Bruner Financial Planning

At the top of the Valtinson Bruner Financial Planning website, you’ll see that there is clear messaging indicating what they do. Below that is a clear call to action link leads to their Unique Discovery Process. Their About page uses the “Upside Down” strategy with benefit bullets (questions their clients can answer “yes” to and identify with) – great example of Desire of Consumer research in action. That’s where the magic happens! It’s hard to get your messaging right. That’s why we use Desire of Consumer research to craft a marketing message that speaks to the desires of your clients. If you’re looking for help with your message, click here to visit our contact page and tell us about your project. Brand-Story-And-Message-Example-02

Example #2 – Milestone Asset Wealth Management

Again, on Milestone Asset Wealth Management’s website, you’ll see that there’s a clear statement explaining why people work with them and what they’re looking for. This is made up of three punchy statements that ideal clients will connect with. Below that, there’s a clear call to action. Their Unique Discovery Process page makes it obvious who the service is for. This information helps visitors understand whether your services are what they’re looking for. This saves you a lot of time jumping on sales calls with people who aren’t the right fit! Usually, advisors depend on the first call to figure out whether there’s a good fit between them and their prospect. But when you have a message  focused on your client, Brand Story And Message, and Unique Discovery Process, you can let visitors self-identify before even getting on a call with them.

Final Thoughts for Craft a Brand Story and Message

To get away from boring “corporate robo-speak” that plagues many websites, you need to have magnetic branding and messaging. Luckily, there’s a process to crafting an effective Brand Story And Message. Take inventory of what you know about your clients, what they’ve said about you, and combine that with the language they use to figure out their deeper motivations and desires. Utilizing both Voice of Consumer and Desire of Consumer research is the secret sauce. There are several places on your website where your Brand Story And Message should be implemented to help you get the best results possible, take a look at how Milestone AMG leverages their website. If you’re looking for help with building a captivating brand or composing your unique message, click here to visit our contact page and tell us about your project.

Become A “Category Of One” In An Overcrowded Industry

Tell us a little about your project and we’ll get in touch.


3 ways to market yourself online as a financial advisor lead magnet cover graphic

We've prepared the Cheatsheet

for you...


...just tell us where to send it.

You have Successfully Subscribed!

Learn 3 Proven Strategies At The

Website Conversion Workshop


...just enter your information and click 'Book My Seat!'

You have Successfully Subscribed!