Brand is all about what people see when they look at a product or service.  What is your brand?  What do they see when they look at you?
Brand identity is a mental or emotional association in the consumer’s mind.  It is initiated by the images used in advertising and by the words used to describe a product or service.  Marketers and advertisers know that by repeating these images and messages, the consumer remembers these associations.  Thus, a brand is born. For the wealth management professional this phenomenon creates both a risk and an opportunity.  The risk is that if the message is not managed properly, people may form an incorrect perception of you.  This could result in limited or even lost opportunities.  But for those professionals who carefully plan and proactively manage their branding messages, they can create a brand image for themselves that will help them create more opportunities for business with new and existing clients.