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What you can expect from this best practice:

• To create increased structure related to all aspects of your branding

• To have a professional Introduction Kit which: 

  • Attracts the right types of clients (New Clients)

  • Helps clients understand who you are today (Existing Clients)

  • Introduces you to others in your Professional Network (Strategic Partners)

• To ensure all other aspects of your branding are consistent

• To build trust because of your Client Communication strategy

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Establish Branding Consistency & Congruency

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1. Assign someone on the team to be responsible for Client Communications in terms of branding and consistency.

2. Carefully review the Communication & Branding Guidelines to assess your client-facing materials for consistency and congruency. This includes following core areas of your Client Communication:

   • Traditional Facing Communication (Letters, Agenda, etc.)

   • Email

   • Introduction Kit

   • Website

   • LinkedIn Profile (or other social media presence)

   • Newsletters

   • Verbal Communication

   • All other client-facing communication (meeting tools, marketing, etc.)

3. Use the Annual Branding Checklist to adopt a systematized approach to managing the various aspects of your branding in a simplified ‘one and done’ approach each year.

4. To understand our recommendations for the Introduction Kit, review The Introduction Kit – A Branding Anchor

5. Review Your Core Introduction Components to kick start your Introduction Kit

6. The following items are to provide you with a brief refresher of the Introduction Kit:

   • Kit 1 - Handwritten Greeting Card

   • Kit 2 - Prospective Client Cover Letter

   • Kit 3 - An Introduction to Our Team

   • Kit 4 – Advisor Biography

   • Kit 5 - Our Partnership with You

   • Kit 6 - Our Partnership with [Firm]

   • Kit 7 – Our Approach to Wealth Management

     • Kit 7 – Wealth Management Graphic – Portrait [Word] or [PDF]

     • Kit 7 – Wealth Management Graphic – Landscape [Word] or [PDF]

7. A reminder to make sure that all Client Communications are compliance approved.

   • Have contact information for your Marketing and/or Compliance department readily available.

8. Use the Introduction Kit Checklist to coordinate the process of completing either the creation or the updating of your existing Introduction Kit.

9. Take time to investigate what else might be available to add to your marketing via:

   • Your Organization’s available resources

   • CUSO regarding the PSA and more

   • Aviso

10. Be sure to have all your digital communications organized in digital folders on your shared drive that are easy to access so you don’t waste time looking for things you’ve already created, which can be frustrating!  More on this will be covered in the best practice called Systematize Your Information.

11. Be sure to have all physical communication items also organized in a place where everyone on the team knows where to find them.

12. Use the Procedures Manual to gain consistency and quality control for all aspects of your Client Communication.

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