Financial Advisors + AI

AI is becoming part of how many advisors approach their marketing and brand.

And there is value in that. I use it too. But I’ve been thinking more about where it fits…and where it doesn’t.

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

I’ve seen advisors end up going in circles with AI, even when they’re using it the way it’s intended. I’ve also seen situations where AI helps create the messaging, but when you step back and ask about the intent behind it, there isn’t always a confident answer.

Is the message really reflecting your true brand? I’ve seen websites started, reworked and revisited and still never fully come together. All of it takes time, energy and effort and often, it still doesn’t land the way it should.

It reminds me of something my former colleague and predecessor used to say: “Trying to create your own brand is like trying to do your own brain surgery.” 🧠

That line has been coming back to me more and more lately. Mainly because I’ve seen so many people try to handle their own branding and marketing with AI and end up more stressed and more unsure than when they started.

Building a brand isn’t something we simply get done. It has to be done right for it to work.

If you’re feeling frustrated, you’re not alone. I’m always open to a conversation if you want to talk it through.

Brand Coach - Kelly Maxwell