BUSINESS SUPPORT
WHY THE CONSUMER DUTY CAN HELP YOU BUILD A SUCCESSFUL BRAND
You ’ ve defined your services , your target markets and where you add value – the work of building your brand is already half done !
Alex Hodgson Campaign Marketing Manager SimplyBiz
As a marketer it ’ s been interesting to observe as the regulator has asked advisers to think more and more about how clients perceive the value they offer , and how that can be evidenced . In the world of marketing any discussion around value usually always comes back to the one word – brand . That ’ s because the significance of brand extends far beyond a mere logo or catchy slogan ; it embodies the essence of a business , conveying its values , expertise and trustworthiness to potential clients . In this digital age , where consumer choices are abundant and competition is fierce , the role of brand becomes even more pivotal in shaping success .
Successful brands build trust and credibility I don ’ t need to state how important trust and credibility is to financial advisers . But how exactly do we build , and then convey that trust ? Brand always starts with a promise and is sustained by the ability to deliver on that promise . So , fundamentally , brand starts with good advice , good communication and giving the client a good service . But that performance then needs to be applied business-wide so that when a would-be client interacts with your firm , they immediately feel that emotion of trust .
24 | the adviser