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Without that foundation, even the most polished visual identity has very little meaning on its own.

A company name is often one of the most visible and emotionally connected parts of a brand. It appears everywhere, on your website, signage, email signatures, presentations, social media, marketing materials and every client communication. Over time, it becomes associated with your reputation, relationships and overall client experience. For financial advisory teams, there are many reasons why exploring a new company name may be worth considering. Ownership is evolving. The b

Branding brings your value to the surface. It shows how you think, what you value, how you approach planning and what makes your experience different, so your value isn’t something you have to constantly explain or reinforce.

It’s tough watching advisory teams shift their focus away from what they do best and try to become branding and marketing specialists.