Enough with telling prospective clients that you really care about them and their investing goals. They've heard it all before and will be looking for something much more distinctive when choosing someone to work with.
Having a brand that stands out from the competition figures on that long list of needs that fall squarely into the easier-said-than-done category.
It's not that most firms don't offer distinct services and have a distinct character. It's that so few are good at presenting these traits in a way that makes them easy to perceive and remember.
