Financial advisors have traditionally relied on branding their firms to craft an image, however investors did not necessarily have consistent experiences with different advisors within the same firm. With the rise of social media platforms like LinkedIn, advisors now have an opportunity to brand themselves and specialize in certain client demographics or areas of expertise. By using their LinkedIn profile photo, summary and settings, an advisor can define who they are, whom they serve, why they serve particular clients, and why potential clients may want to connect with them. This personalized branding allows an advisor to better attract potential clients that match their specialties compared to only relying on their firm's brand.

1. Financial advisors: to Brand or not to Brand? CR
The one constantinlife ischange,andthe forcesof change are alwaysimpactingthe financialservices
industry.These changescome inmany forms: regulations,pricing, hiringpractices,oraffluent
preferences.One recentlyevolvedchange isthe abilityandease withwhichfinancialadvisorscan
“Brand” themselves throughLinkedin.
First,whatis a “brand?” Imagine you are drivingonan interstate andyousee a billboardthatis
composedonlyof large blocklettersformingthe words:“NEXTEXIT,EAT MY HAMBURGERS.” It may
capture your attention--afterall,itisunique--anditmayeven arouse yourintellectual curiositytostop
there andeat a hamburger!But isthat likely? Youwill likelynotstopsince blocklettersdonotevoke an
emotionwithinyou.So,youdrive furtherdown the highway andthistime yousee abeautiful billboard
incolors withimagesof happyfamilymembersconsuminglarge,juicyhamburgersat picturesque
restauranttableswiththe tagline:“OURHAMBURGERS BRINGFAMILIES TOGETHER, NEXTEXIT.” Your
reactionto that billboardmaybe different. The subconsciousthoughtsrunningthroughyourmindin
those fewsecondsbefore youdecide toexitthe highwayandspeedtowardsthe restaurant couldbe:
“That looksgood!”or, maybe,“Ithas beena longdrive,we needsome familytime.”Butyouryoungest,
inthe back seatexcitedly says,“I’mhungryfora hamburger! Let’sstopthere!” You see,the youngest
had an emotional response tothe image-the familytogether,juicyhamburgers,laughing,beingamong
othersenjoyingthe same thing. Thatisthe powerof branding-itevokesanemotionalresponse.
Historicallyourindustryhasreliedonbrandingthatcraftedthe image of the organization.Youmay
recall the “Thunderingherd“ads,or “Whenwe talk,people listen”messagesof 30 yearsago. Those
messagesbeliedastrongandcompetentorganization.Butthe investor mayhave wondered,“Will my
experience be the same withall advisorsatFirmX?”The fact isinvestorsdidnothave the same
experience withdifferentfinancial advisors.Some advisorsmayhave beenmore skilledatcertain
practicesand specializedin differentareas:retirementplans,investmentmanagement, new issues,
coveredcall writing, financial planning, etc.Or,some advisorsmayhave hadgreatersuccessworking
withdifferentdemographics:retiredfolks,executives,employeesof certaincompanies,divorcedor
widowedspouses,etc.In reality,mostadvisors have preferences forworkingwiththe demographics
where theyfeel comfortable applyingtheirspecialty.Giventhose factors,whyshouldn’tadvisorstoday
brand themselvesasspecialistsincertainareasor appeal to the audiencestheycanbestserve?
Enter Linkedin.Withthe adventof social media,the abilityanyone hastopersonallydisplaythemselves
to everyone hascreatedaglobal social phenomenon. We cansee photos,shoppingpreferences,music
tastes,movie favorites,etc.for1.44 BillionFacebooksubscribersonthisplanet.Thatis1 out of every5
humans!Isn’tthat amazing?Linkedinhasover364 Millionusersasof the firstquarterof 2015. Starting
withyourphoto,you have the opportunitytobuildabrandon Linkedin.Do youlookfriendlyand
approachable?Doesyoursummarycontentexplainyourparticularskillsets?Are youinvitingcertain
typesof potential clientstoconnectwithyou?Thisisan opportunitytodefine yourself:whoyouare,
whomyouserve,whyyouserve them,andwhysomeone seekingthe qualitiesyoupossessshouldwant
to connectwithyou.You are far more likelytoattractpotential clients thannot.