Do your marketing communications materials tell a consistent story about your firm, why it exists and what services you provide? Does each member of your team tell the same story? Or do you have multiple approaches and messages coming out of your firm? If you surveyed clients and asked them to cite your biggest strengths or attributes, would their responses show consistency? How would your own team respond to the same survey?
If you can’t adequately answer the above questions, you may need an audit on your brand and communication. Here are a few additional red flags that indicate that your brand messaging requires an audit – and possibly a makeover:
• Outdated messages. Companies change. Strategies evolve. And, client bases progress. So, periodically, your marketing messages need updating to reflect changes within your firm. If, for example, you’ve increased your minimum AUM significantly, or you’ve started serving a new niche, your communications must evolve to speak to new audiences. If you began as a value firm and now also offer growth products, your messages should reflect your new broader, balanced investment approach. Your market space – whom you help and how – can change over time. An effective communication strategy stays current, reminding potential clients who you are and whom you serve.
• Conflicting messages. In larger firms where marketing and sales departments may not be well-aligned, we occasionally see organizations producing different – even contradictory – marketing materials. For example, one client firm discovered that two separate departments had hired consultants to develop sales presentations on reaching millennials. The radically different presentations featured conflicting information about the firm’s investment philosophy. Fortunately, the firm pulled and re-evaluated the projects before they went live, but had they not been caught, the firm risked confusing potential clients about its brand and value in the marketplace.
• Accidental perception. Client perception is reality. To ensure your clients perceive your firm as you wish them to, always consider how word choice, tone of voice, images and even color schemes will be perceived by your audiences. You might be surprised at how many marketing campaigns wind up getting pulled for being offensive, but only after they’re released and offend someone. Your company’s brand image is vital, and you have a choice in how you build it. A strong brand helps shape reality for your clients and prospects. Developing strategic messages before you create marketing materials will help you build a stronger brand that makes a consistent impression.
Remember that your brand is far more than just your logo. It’s your purpose, your story, and everything that contributes to the impression your firm makes. Make sure your communications materials line up with your purpose and story. Your purpose supports a strong brand.
We’d love to work with you to determine if you need to update or refresh your brand. We first conduct a brand audit where we evaluate all your materials and speak to different people on your teams to assess message consistency. Once we complete our audit, we provide actionable recommendations for improving your brand and marketing.