When I started Revela Advisors, it wasn’t because I wanted to create another marketing firm. It was because I kept seeing the same problems over and over again:
- Firms with big ambitions… but no clear way to communicate them.
- Advisors who wanted growth… but didn’t know how to differentiate.
- Teams who said all the right things… but still weren’t getting traction.
Maybe you’ve seen these challenges yourself. Maybe you’re in the thick of them right now. Either way, you’re not alone – especially as the pace of change in digital media keeps accelerating. I founded Revela to help close those gaps – between intention and execution, between messaging and meaning.
So when I was invited to join Orion’s “The Weighing Machine” podcast, I jumped at the chance to talk about the heart of this challenge: branding, growth and why the two are so closely linked.
Here are a few highlights from the conversation – and some truths I’ve learned from 30+ years of working with financial professionals.
Why branding isn’t about you (it’s about them)
The biggest misconception about branding? That it’s about you.
- It’s not. It’s about your audience. Your clients. Your future team members.
- It’s about what they believe, what they value and how your business makes them feel.
- If your message doesn’t resonate, it doesn’t matter how polished your logo is.
The most common mistake advisors make
I see this all the time: firms try to be everything to everyone. It’s not just ineffective, it’s exhausting. When you try to speak to everyone, your message connects with no one. Life, content and value are in the details. If you generalize, it doesn’t resonate. It’s the specificity that sticks.
- Here’s the paradox at the heart of great storytelling: what’s most personal is often most universal. Use that to your advantage.
Marketing isn’t “extra.” It’s essential.
I’ve said this before, but it’s worth repeating: marketing is not optional. It’s not the cherry on top.
- It’s part of how you grow, connect and lead.
Whether you’re trying to attract next-gen clients or next-gen talent, the way you show up in the world matters.
My favorite question from the episode
“What’s the first step advisors should take to build a compelling brand?”
My answer: start by asking yourself one thing, “Why you?”
- You need to understand who you are.
- What do you stand for?
- Why do you do what you do?
- What does it matter?
If you can answer those questions, you’re already building a brand that resonates because people connect with purpose.
And if you can’t articulate why you do what you do, why would someone else choose to trust you? Especially with something as personal as their money?
The foundation of any strong brand is authenticity. That’s where we start.
Brene Brown put it best: “Authenticity is the daily practice of letting go of who we think we’re supposed to be and embracing who we are.”
Quick test: If a potential client or hire lands on your website, can they answer the question “Why you?” in less than 10 seconds?
If not, there’s work to do. (And no, “we put the client first” doesn’t count.)
One more thing…
We also talked about the future: AI, changing client expectations and the trends advisors should pay attention to right now.
My take? The firms that win long-term are the ones investing in resilience rather than chasing reach. They know who they are. They show up with consistency. And they’re not afraid to evolve when the moment calls for it.
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