-Insights-
Valuable Lessons for Financial Advisors Who Want to Elevate Their Brand
A Tale of Two Brands
The Starbucks brand used to be synonymous with a cozy, inviting atmosphere and personalized customer experiences. However, in the last few years, it has felt like the firm has prioritized efficiency and sales at the expense of the customer experience, and by doing so, it has diluted its brand. Many have suggested the degradation of the brand is the reason for the decline in sales and a rise in customer dissatisfaction.
Compare and contrast this to luxury brand Burberry. In the late 1990s and early 2000s, Burberry was on the verge of bankruptcy, suffering from overexposure, brand dilution, and a loss of its luxury status. Burberry embarked on a strategic brand elevation journey. It limited the use of its iconic print which restored exclusivity and desirability. While it became was one of the first luxury brands to fully embrace digital marketing, Burberry also recognized the value of the in-person experience and created immersive luxury experiences at its retail stores. Through this strategic brand elevation, Burberry transformed itself into one of the most successful luxury brands today.
Why are these examples important to financial advisors?
Your brand is more than a logo
The stories of Starbucks and Burberry illustrate how your brand is so much more than your logo or your website — it’s your reputation, your values, and the experience you provide to clients. It encompasses the perception clients and prospects have about you and your business. A strong brand can differentiate you from competitors, build trust, and attract ideal clients who align with your approach. If you haven’t taken the time to refine your brand, or if it has been a while since you last updated it, now is the perfect opportunity to strengthen your brand identity.
How to refresh your brand
Refreshing your brand doesn’t mean starting from scratch. Instead, it involves refining and aligning your brand with your current business goals, values, and client expectations. Here are some ways to update your brand effectively:
- Complete a Brand Audit – From walking into your office or virtual environment to anything you give to clients, ask yourself does it create a compelling and consistent reason for clients to work with me?
- Enhance Your Visual Identity – Your logo, color scheme, and website design should be modern and cohesive. If they feel outdated, consider working with a professional designer to refresh your visuals.
- Showcase Client Success Stories – Case studies can help illustrate the value you provide. Highlight stories (while maintaining client confidentiality) that showcase how you’ve helped clients.
- Update Your Marketing Materials – Ensure that all touchpoints align with your brand identity from websites to presentations.
The Importance of Feedback
Ask for feedback from clients, employees, and centers of influence (COIs) to understand how your brand is perceived and identify areas for improvement.
- Ask questions in annual reviews or use surveys.
- Track recurring themes and adjust your branding strategy accordingly.
- If clients or COIs provide feedback, follow up with action steps to show you’re listening.
The perceptions of your brand may differ from what you intended which is why gathering feedback is essential in refining and strengthening your brand. By incorporating feedback, you can adjust your branding and client experience to better meet expectations and reinforce your strengths.
How to Apply the Burberry Brand Strategy:
If you would like to take a lesson from Burberry and build a premium, experiential brand, consider the following:
Blend Digital & Human Experiences – Burberry became a digital-first luxury brand while preserving the company’s heritage. Advisors can do the same by offering tech-forward solutions (online scheduling tools, video meetings, client portals, etc.) while keeping in-person or high-touch virtual interactions at the firm’s core.
Tell a Story Through Branding – Burberry used digital content to create a modern luxury experience. Advisors can do the same through thought leadership, well-crafted messaging, and niche expertise that makes them stand out.
Offer More Than Just a Service – Provide an Experience – Like Burberry’s flagship stores, an advisor’s brand can make clients feel part of something special (exclusive events, private insights, meaningful planning conversations).
Key Questions to Elevate Your Brand Like Burberry
- What makes my financial advisory brand feel premium and unique?
- Am I providing a personalized, high-touch experience, or am I overly automated?
- Does my digital presence (website, content, social media) reflect my brand’s value and exclusivity?
- Am I seen as a long-term partner to my clients?
- How can I blend technology with personal relationships to make my service feel seamless yet human?
Final Thoughts
Your brand is one of your most valuable assets as a financial advisor—it’s what sets you apart, builds trust, and shapes client experiences. Like Burberry, you have the power to refine and elevate your brand to create a lasting impression. By integrating modern digital strategies, delivering a high-touch client experience, and staying true to your core values, you can cultivate a brand that resonates with your ideal clients. Branding isn’t a one-time effort—it’s an ongoing process. Take the time to assess, refine, and elevate your brand so that it remains strong, relevant, and impactful in an ever-evolving industry.
Not sure where to start? Join Beacon’s March Webinar with Capital Group to learn how to define and differentiate your brand in a way that helps you stand out.
- Identify your key differentiators
- Articulate the “who, what, and why” of your brand in a conversational tone
- Learn how to create a brand that demonstrates your value to clients
For more ideas and resources for growing and scaling your advisory business, contact
your wholesaler today.
Sources:
Harvard Business Review June 26, 2024, accessed February 6, 2025
How Starbucks Devalued Its Own Brand by B. Joseph Pine II and Louis-Étienne Dubois
https://hbr.org/2024/06/how-starbucks-devalued-its-own-brand
Harvard Business Review February 2013, accessed February 7, 2025
Burberry’s CEO on Turning an Aging British Icon into a Global Luxury Brand
https://hbr.org/2013/01/burberrys-ceo-on-turning-an-aging-british-icon-into-a-global-luxury-brand
Ficomm Partners Blog
https://ficommpartners.com/insights/blog/create-a-brand-promise
https://ficommpartners.com/insights/blog/positioning-statement
Brand Vision Insights:
https://www.brandvm.com/post/finance-marketing-marketing-for-financial-advisors?utm_source=chatgpt.com
FOR ADVISOR USE ONLY. NOT INTENDED FOR CONSUMER SOLICITATION PURPOSES.
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