Constructing a profitable model is not any small feat. If you take a look at iconic manufacturers which have captured hearts, minds, and shopper loyalty over time, what you don’t see is the lengthy checklist of artistic and strategic selections that went into telling their compelling model tales. One of the best manufacturers on the market make it look straightforward—however any advertising specialist will inform you that model growth is a tremendous artwork that requires a deep dive into who you might be, what you provide, and why you’re completely different.

This train will be powerful for entrepreneurial corporations to drag off with out assist. Whereas they know their enterprise inside and outside, bringing this data to life in an expert, scalable model takes cautious planning and execution.

Right here, we discover how two affiliated corporations introduced their one-of-a-kind model tales to life in partnership with Commonwealth’s Advisor Advertising crew.

Soar Wealth Methods Embraces Independence—and a New Model

Earlier than they have been Soar Wealth Methods, they have been Brent Connelly and Jon Schuetz, CFP®, AAMS®—newly impartial and filled with concepts for rising their enterprise. Coming from a captive surroundings, Connelly and Schuetz had huge goals of tailoring their enterprise to mirror their area of interest experience, consumer dedication, and Midwestern sensibilities.

“It was a little bit bit distinctive, coming from a distinct dealer/supplier with a nationwide model, however Jon and I knew from the start that in an effort to stand out within the impartial area, we needed to make it possible for there was one thing completely different about our model,” defined Connelly.

A guiding imaginative and prescient. Connelly and Schuetz started brainstorming easy methods to inform their model story. Placing their heads collectively, they discovered instantaneous alignment in branding parts that emphasised positivity, risk, and patriotism. “We got here up with this imaginative and prescient of an eagle,” Connelly stated, “after which we thought, ‘What’s a reputation we are able to use round an eagle?’”

“We searched on-line and located this quote that [now] hangs in our outer workplace,” Schuetz continued, reciting it by coronary heart. “All birds discover shelter throughout rain. However eagle avoids rain by flying above the clouds. Issues are widespread, however perspective makes the distinction.”

It was their aha second. The picture of an eagle hovering above all of it and fixing issues immediately resonated with Connelly and Schuetz—they seen their enterprise as a spot purchasers can flip to for steering and a peaceful, strategic perspective.


Refining the imaginative and prescient with artistic enter. By the point Connelly and Schuetz linked with Commonwealth’s Advisor Advertising crew, they’d a robust sense of the place they needed to move with their new model. However they wanted assist refining their imaginative and prescient and bringing it to life. “It was enjoyable to brainstorm collectively, however we clearly knew that this wasn’t our space of experience,” Connelly defined.

“We threw a number of concepts at them,” he continued, describing their first assembly with Advisor Advertising. “However they by no means shot us down. They by no means stated, ‘No, that’s not superb.’ They have been superb at letting us discover what was in our minds, after which they took that and actually helped us slender our focus.”

“What we settled on is ideal,” stated Schuetz, referring to their smooth, subtle brand design. “They actually took into consideration the form of the eagle, the colour of the eagle,” stated Connelly. The brand new brand units the best tone for Schuetz and Connelly’s private fashion and likewise appeals to a broad viewers.

A agency—and versatile—basis. Deciding on a model expression that might be amenable to future modifications was key for Schuetz, Connelly, and the Advisor Advertising crew. “There’s all the time a view in direction of what will be subsequent as we construct this model,” stated Schuetz. One model touchpoint Soar is very enthusiastic about is their new podcast, Monetary Flight Academy, a platform for tales about individuals who have overcome adversity or taken a leap of religion.

For 2 advisors who’ve navigated a profitable transition into the impartial area, it appears that evidently Schuetz and Connelly know a factor or two about leaps of religion—and easy methods to information and encourage purchasers to take strategic leaps of their very own, too.

Ingredient Monetary Group Grows Up—and Launches a Daring New Model

Not like Soar Wealth Methods, Ingredient Monetary Group had a longstanding model—one they appreciated fairly a bit. It was a model that cofounders Alex Levi, AIF®, and JoanAnn Natola, AIF®, curated in 2006 when Ingredient was nonetheless in its infancy. “We did it ourselves, so it was our child,” Levi defined.

So much has modified since then. “We’ve constructed a really sturdy enterprise,” Levi stated. “We grew up, and our agency grew up and matured . . . and we needed our web site to mirror that,” Natola continued.

A modest objective for a longtime model. The itch to evolve the model began off small, with “refresh” being the phrase Levi and Natola used to explain their objective. They needed to alter the pictures and tweak the language, however the goal was to brush issues up whereas protecting the model bones in place. Once they linked with Advisor Advertising, their expectations have been categorically modest.

“We had a beautiful dialog with the entire [Advisor Marketing] crew,” Levi stated. “They did a very nice obtain of who we’re and what our enterprise is. Once more, the entire time, we’re pondering ‘Refresh, refresh.’”

Activating the model’s full potential. However when Levi and Natola regrouped with the crew for his or her first undertaking checkpoint, they acquired greater than swapped-out imagery and lightweight copyedits to assessment. After such an in depth kickoff assembly, the Advisor Advertising crew acknowledged the distinctiveness of Ingredient’s fashion—a fragile stability of experience, empathy, professionalism, and personability—and noticed {that a} refresh would promote them brief.

Introduced with a recent new brand, vibrant coloration palette, and a heat, inviting voice, Levi and Natola have been shocked to see the center and soul of their enterprise mirrored again to them in a brand new model. Straight away, their refresh-only mindset was out the window. The Ingredient model was filled with potential, and so they have been going to grab it.


“The primary reveal was stunning to JoanAnn and I. In that instantaneous, we realized it was extra reflective of who we had turn out to be,” Levi recalled. “Welcoming, open, direct, contemporary—we needed that reflection of who we’re that additionally mirrored the enterprise now we have.”

The model’s new look was edgy but approachable. It expressed what Levi and Natola had lengthy felt about their roles in a male-dominated trade that may typically be creatively one-dimensional. They have been doing issues in another way in each their enterprise and their model, bringing a intentionally private contact to their work. Over years of follow, there was no query that cash is an emotional topic for many individuals. And that’s okay.

“You come to an advisor to speak about essentially the most private issues in your life . . . for us, you may’t tiptoe round these conversations. Let’s get private, dive proper in,” Levi stated, referring to core model language that developed via collaborative conversations with Advisor Advertising.

Placing the model into motion—and into the world. Like Soar, Ingredient began constructing a whole ecosystem of branded touchpoints as soon as their model was in place. “Wealth advisory agreements and new consumer onboarding kits have been instantly branded. We name it ‘Elementized,’” stated Natola. “Every thing from the signatures on our e mail, each instructional deck that we create for retirement providers purchasers—100% Elementized. Any bill, any motion gadgets, any communication that goes out . . . all the time has our Ingredient Monetary Group brand, and it’s typically speckled with another part of our model.”

Levi and Natola are proud stewards of their new model and are excited by the optimistic suggestions from purchasers, prospects, and recruits. The “let’s get private” tackle advising feels good as a result of it’s a model slogan that comes from an authentically Ingredient method.

Serving to Advisors Inform Their Model Tales

As these two advisor corporations will attest, investing in your model to make sure that it represents who you might be, whom you serve, and the way you serve them could be a rewarding expertise with useful outcomes. When you’re able to go down a brand-building path, don’t go it alone. Similar to your purchasers flip to you for monetary planning experience, you might profit from partaking the providers of a model growth specialist.

At Commonwealth, our Advisor Advertising professionals accomplice with new and present advisor corporations to not solely do the hands-on work of crafting logos, sprucing messaging, and constructing web sites but in addition mentor each advisor on being a strategic model steward that evokes confidence in present and potential purchasers.

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