Brand Strategy


Before you take a deep dive into branding, I strongly recommend reading StoryBrand by Donald Miller • There's a lot of financial services references within the book and it'll help shape the way you approach branding

The goal of having a brand is to connect your business ideas to a group of people

Free Resources

Brand Strategy Framework

Step 1) Build Your Internal Brand

What is it? Connecting employees to your company’s external brand. Showing your team what that brand means to ensure they understand and believe in the company mission

  • Your purpose, vision, mission, values

Step 2) Define your audience

Create personas: "collection of personality traits, attitudes and values that your brand showcases on a regular basis to help connect with a certain audience segment"

Step 3) Understand Your Market Landscape/Competition
  • Helps you establish your differentiating factors / what makes you different

Step 4) Develop Your Competitive Advantage

Purpose: Figuring out how your business and brand will be different from current competitors

  • "How are we going to be better?"
  • "What makes us different?"
  • "Why would someone want to work with us over ____?"

Step 5) Shape Your Brand Personality & Tone of Voice
  • Keep your target audience in mind
  • Remember: It's not always what you say, but how you say it
  • What types of language will you use?
  • "People do business with other people"

Step 6) Develop Your Messaging Strategy

What is it? "Words used by your brand. The language and phrasing that appears on your website and in other materials you use to promote yourself, from product messaging to marketing messaging – and everything in between"

  • People want to know 'what's in it for me?'

Step 7) Craft Your Brand Story

Putting all the previous steps to work and developing the messaging and story your business & brand will tell

Step 8) Develop Your Tagline (maybe rebrand)

Purpose: Convey the brand messaging and beliefs in a concise, catchy sentence or phrase


Nike - Just Do It

Bone Fide Wealth - #InvestInYou

AllStreet Wealth - Financial planning, redefined

Step 9) Design Brand Visuals
  • Logo
  • Alternate logo
  • Fonts
  • Colors
  • Document templates
  • Etc.

Step 10) Create Brand Collateral
  • Where strategy and identity come together
  • Purpose, typography, color palette, personality all come together through collateral
  • Website, brochure, business cards, advertisements
  • Any physical and digital communication coming from your brand

Step 11) Build Brand Awareness Strategy
  • "Where do our people hang out/go to for information?"
  • Determine message effectiveness in each potential area
  • Test and double down on what's working

Step 12) Brand launch

Goal: Build awareness and interest around firm

  • Ad strategy
  • Or guerilla/organic strategies
  • Determine success metrics

Step 13) Test, Evaluate, Track, Optimize, Improve, Evolve. Repeat.
  • Google analytics
    • Branded search
  • KPIs
  • Social media growth & analytics
  • Firm growth
  • Consider client retention

Random branding/marketing tips:

  • If using landing pages, try to create them on firm or personal website rather than email provider for cleaner URL and brand cohesion
  • Customize incentive emails that get sent when someone signs up for email list or download
  • Use same fonts and styles on all content
  • Consider client gifts