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Ep. 7: Susan Quinn: Crafting a Brand Strategy Designed to Accelerate Growth
4 Plays9 months ago
As technology continues to affect how advisors conduct business and interact with clients in a rapidly evolving wealth management landscape, we believe it will challenge RIAs to establish and articulate their value. And in today’s broader environment of misinformation and altered facts, being intentional about articulating your value as an RIA ─ and what makes you unique in the wealth management “sea of sameness” ─ can be a deciding factor for a client or prospect in selecting you. When executed effectively, the goal is to create a significant competitive advantage. With all the priorities you’re managing as an RIA, can taking a more robust approach to telling your story be an important lever for growth? In this episode, Susan Quinn, CEO of circle S studio, joins guest host Ryan Neal, Senior Editor at TradePMR, to dive into this question. Listen as they explore: Ways to think about branding as your business evolves and grows over time What RIAs can learn from the 9 traits of high-performing companies How narrowing your business focus may lead to more growth Subscribe now, and connect with us on social media: YouTube
Facebook Get the transcript for this episode, with sources, at https://synergize.advisorevolutionsciences.com/ About Susan Quinn: Susan is President & CEO of circle S studio, a consulting, branding and digital agency that has served growth-minded firms for more than 30 years. She also works as a leadership consultant and executive coach. Susan Quinn and circle S studio are not affiliates of TradePMR. More About Susan: LinkedIn: https://www.linkedin.com/in/susanquinn01/ Website: https://circlesstudio.com/ If you want to join the conversation or connect with us, please visit us at synergize.advisorevolutionsciences.com. This content is provided for general informational purposes only. The views expressed by non-affiliated guest speakers are their own, and do not necessarily reflect the opinion of TradePMR or its affiliates. TradePMR and its affiliates do not endorse any guest speakers or their companies, and therefore give no assurances as to the quality of their products and services. This channel is not monitored by TradePMR. TradePMR does not provide investment advice, tax advice or legal advice. TradePMR is a Member of FINRA and SIPC. Trade-PMR, Inc. is registered with the Securities and Exchange Commission (SEC) and the Municipal Securities Rulemaking Board (MSRB). TradePMR provides brokerage and account services to registered investment advisors. Custodial services provided by First Clearing. First Clearing is a trade name used by Wells Fargo Clearing Services, LLC, Member SIPC, a registered broker-dealer and non-bank affiliate of Wells Fargo & Company. Copyright 2024 Trade-PMR, Inc. For a transcript of this episode, with sources, visit - synergize.advisorevolutionsciences.com
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Transcript
Introduction to the Podcast
00:00:01
Speaker
Welcome to Synergize, unscripted conversations where we explore the evolving role of the financial advisor in an emerging AI-driven world.
00:00:11
Speaker
Join us as we bring together thought leaders across a range of disciplines and industry experts, sharing insights designed to help RIAs thrive in the industry of tomorrow.
00:00:22
Speaker
And now, here's your host, Bill Capell.
00:00:26
Speaker
Hi, this is Bill Capell, and welcome to Synergize.
2024 Synergy Conference Overview
00:00:30
Speaker
The Trade PMR team was in Las Vegas recently to host our 2024 Synergy Conference, Limitless.
00:00:37
Speaker
It was well attended.
00:00:39
Speaker
In addition to representation from the RIA community, industry thought leaders as well as subject matter experts were present to provide insights aimed at helping RIAs capitalize on the growth opportunity that lies ahead.
00:00:54
Speaker
While I wasn't able to attend, my colleague, Ryan Neal, senior editor at Trade PMR, caught up with a number of notable conference attendees to capture their thinking.
00:01:05
Speaker
There was a lot of activity on the conference floor, so you may hear a bit of background noise.
00:01:09
Speaker
That said, you won't want to miss what this guest had to say.
00:01:14
Speaker
Enjoy the conversation.
Strategic Branding in AI Era
00:01:16
Speaker
My guest today is Susan Quinn, CEO of Circle S Studio, a consulting, branding, and digital agency serving growth-oriented firms for more than 30 years.
00:01:27
Speaker
I had a chance to talk with Susan at the Synergy Conference, and we talked a little bit about how strategic use of branding can help RIAs compete in an emerging AI-driven world.
00:01:36
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So,
00:01:36
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Susan, you've worked with a number of service-based businesses over the years in wealth management and outside of the industry, I believe, as well.
00:01:44
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How have you seen the impact of technology change client sentiments and expectations over the last decade or so, particularly in wealth management?
00:01:52
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I think for technology, yes, we can infuse it into our business, but I'm gonna flip it to the clients that we serve.
00:02:00
Speaker
Because of technology, we, and I've got an advisor, and so I can get information because it's so readily available to me.
00:02:12
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So in the past, they were the gatekeepers to all the information that had to do with our wealth management.
00:02:20
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What's changed is technology gives me an edge.
00:02:24
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And so we've shifted, you know, back in the industrial age to the information age.
00:02:28
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We are in the experience age.
00:02:30
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So I would say technology has formed that the experience is really, really important for your brand.
00:02:38
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And so that is what has changed and what I see regardless of the industry that we do work with.
00:02:44
Speaker
Gotcha.
00:02:45
Speaker
Well, I'd love to hear a little bit, because I think one thing we want to do with this podcast is talk to folks that bring experience from lots of different fields and what advisors can learn from them to charge growth at their own firms.
00:02:58
Speaker
So as someone that does work with companies outside of our wealth management space, have you seen anything there that they're doing along these lines that you think advisors can learn from?
Traits of High-Performing Companies
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We follow...
00:03:12
Speaker
the traits and there are nine in our estimation of the highest performing companies around the globe.
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So it doesn't matter what industry you're in.
00:03:22
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It is evergreen.
00:03:24
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And you can go to our website, you can take a quiz, you know, where does your firm land in those nine traits?
00:03:30
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And, you know, the idea was why are some of the clients, you know, we're doing the brand on it.
00:03:36
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Why are some growing and beating the competition?
00:03:40
Speaker
Is it they've got a better leader?
00:03:42
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Do they communicate better?
00:03:44
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What I think is universal, and I'm going to call it the flywheel.
00:03:47
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And if you've ever read Good to Great, Jim Collins, it is you need momentum.
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It is a powerful book.
00:03:54
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And I encourage anyone that's running a company to read that book.
00:03:59
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There are three things that we think of the nine traits that are the flywheel for growth.
00:04:05
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Your brand experience, professional services, you all do the same thing.
00:04:10
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Y'all do the same thing.
00:04:12
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So what is your unique point of view?
00:04:14
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That is major.
00:04:16
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What are your core values?
00:04:17
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You establish those in a really powerful way.
00:04:20
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And not just words.
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They actually have meaning.
00:04:23
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The firms that have that at a powerful level, they state it, they live it, they breathe it, and that's who they are able to attract in terms of their team.
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That team understands it and then they deliver powerful experiences for the clients.
00:04:41
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That's the flywheel.
00:04:42
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You get those things right, you will outperform others.
00:04:47
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Gotcha.
00:04:48
Speaker
Well, I guess going back to that technology question, and we talked about the impact it's had.
00:04:53
Speaker
Has that influenced your thinking as someone who's been doing this for quite some time and has seen some changes?
00:05:00
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Has the modern technology landscape influenced your thinking at all about the role of branding in enterprise growth?
The Role of Technology in Branding
00:05:07
Speaker
You need to have technology at every part of your business.
00:05:12
Speaker
There's so many tools to make us more efficient.
00:05:15
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AI is here, and if we read what is out there, then our jobs, probably everyone's job, is going to go away.
00:05:21
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I don't believe that.
00:05:22
Speaker
I think it is a powerful tool that, yeah, there are going to be people that use it in an incorrect way,
00:05:28
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But I think looking at it in the positive way, it can help aggregate thoughts that then you can quickly get to the relationship side of the equation that is key.
00:05:42
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Yeah, I heard a great quote in one of our other podcast sessions that was, AI won't replace your job, but someone using AI intelligently, they will replace your job.
00:05:53
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I thought that was a really good way to think about it.
00:05:55
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Yeah, it's...
00:05:56
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It is evolving.
00:05:57
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But you also, not that we need to go down this path, but to understand the pitfalls of it.
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I mean, it's only as good as the algorithms that it's searching.
00:06:07
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So it's not the jumping off point for anything.
00:06:10
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You need to validate it.
00:06:11
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You need to put your own lens on it, customize it for you.
00:06:14
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We use it a lot in creative brainstorming.
00:06:17
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It's a jumping off point.
00:06:19
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We look at it and go, hmm, okay, well, interesting now.
00:06:22
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And then we jump off from that.
00:06:24
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When we think about branding, I think folks, for myself for example, I'm a journalist by background and never trained in marketing or done it professionally.
00:06:34
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Probably a lot of advisors as well that came up through a certain background, now run a firm, aren't marketing professionals by background or branding.
00:06:41
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So they probably first thing that comes to their mind when they think about, you know, gotta make a brand is like a logo, right?
00:06:47
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Or maybe in today's ecosystem, it's a website or social media presence, that sort of stuff.
00:06:53
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But as I talked about earlier, it's more than that.
00:06:56
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It's much more than those simple
Purpose-Driven Brand Strategy
00:06:59
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things.
00:06:59
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It's, it's to me, it's storytelling.
00:07:02
Speaker
But I'd love to hear your thoughts.
00:07:03
Speaker
What do you think really goes into branding and executing a really comprehensive and modern brand strategy?
00:07:10
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For me, the brand is very foundational on your guiding principles.
00:07:15
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I would call that the architectural blueprint.
00:07:18
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You've got to have that.
00:07:19
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You can't build a brand unless you've got a strong foundation.
00:07:23
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And for us, it is your purpose, your vision, your mission, and your core values.
00:07:27
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And core values are, if I had to,
00:07:30
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pick two that are the most important.
00:07:34
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It's the vision, where are you going?
00:07:35
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What do you want to do with your firm?
00:07:37
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And then the core values, the behaviors that you are gonna promise your team and also your clients.
00:07:44
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You do those two things well, that's the beginning of your brand.
00:07:48
Speaker
I think the other thing that I see that people will quickly look at, well, what tool do I use?
00:07:54
Speaker
What social media channel?
00:07:57
Speaker
Well, who are you?
00:07:57
Speaker
What clients are you, do you have expertise in?
00:08:01
Speaker
Are you a generalist?
00:08:02
Speaker
Are you a specialist?
00:08:04
Speaker
And we believe they're riches and niches.
00:08:07
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It's really okay to narrow your focus.
00:08:10
Speaker
You know, I work with small businesses.
00:08:13
Speaker
I specialize in dental.
00:08:16
Speaker
But if you know who that client is or prospect that you want,
00:08:20
Speaker
Where does that prospect live?
00:08:22
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How does it authentically agree with what you do?
00:08:25
Speaker
I think there is an authentic side to a brand.
00:08:29
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And then you put together the tactics, okay?
00:08:32
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Number one, it's communication, the frequency of it.
00:08:36
Speaker
How are you doing that?
00:08:37
Speaker
We plot that whole journey from prospect to someone passes away or they choose someone else.
00:08:44
Speaker
What is the journey that financial advisor that you are taking at every single step of the way?
00:08:53
Speaker
You plot it out and then you create and your brand should then be
00:08:59
Speaker
There's not a lot of paid media, honestly, for financial advisors.
00:09:03
Speaker
I mean, you can pay to go to a conference.
00:09:05
Speaker
Sure.
00:09:05
Speaker
But there's a lot in your owned media.
00:09:08
Speaker
You own your website.
00:09:09
Speaker
Yes, you've got to have your logo.
00:09:12
Speaker
You've got to have a web.
00:09:12
Speaker
That's your virtual home.
00:09:15
Speaker
The stories that you tell, for us, it is...
00:09:19
Speaker
Yeah, stories can tell about your firm, but we believe thought leadership is king and that you are delivering content that is useful, never selling, ever, and that you are inviting people in, however you disseminate that.
00:09:35
Speaker
Email's still a really good means of communicating.
00:09:39
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So you want to be front and center.
00:09:41
Speaker
You want to be out there.
00:09:42
Speaker
So it's like they've heard your name.
00:09:43
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They're going to Google it, but when they land there, yes, there should be a story there.
00:09:48
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It's who you are and what you are passionate about, the areas of expertise that you have, the team that supports you.
00:09:57
Speaker
So those are the stories.
00:09:58
Speaker
That's where I would wrap it.
00:09:59
Speaker
The other would be educational.
00:10:02
Speaker
Help solve my pain points.
00:10:05
Speaker
Help look at me and don't just focus on you.
00:10:09
Speaker
And I know you're going to be brilliant on the financial side, but how are you solving the pain points?
00:10:14
Speaker
And do you understand me?
00:10:16
Speaker
So it's a little bit of flipping the lens.
00:10:17
Speaker
Yeah, I think it's just so incredibly important and it's only gonna be more so.
00:10:22
Speaker
I agree.
00:10:23
Speaker
It's interesting to me that in the work that I've done throughout my career, I'll ask
Specialization in Branding
00:10:28
Speaker
a question in strategy sessions.
00:10:30
Speaker
So tell me about your best clients.
00:10:33
Speaker
If you were to categorize them, what would it look like?
00:10:36
Speaker
Well, we do everything for everyone, really?
00:10:39
Speaker
Okay, well, so you're a generalist, so the universe is everyone.
00:10:44
Speaker
That's so unrealistic.
00:10:46
Speaker
You cannot do that.
00:10:48
Speaker
You have to narrow your focus.
00:10:50
Speaker
And that it sounds counterintuitive.
00:10:53
Speaker
But when you do, that's where we see the most growth happen.
00:10:57
Speaker
That you, because you can't be an expert in everything.
00:11:00
Speaker
So if I were to offer anything there, it's like, where can you specialize and have a unique point of view and tell the story on that?
00:11:09
Speaker
Great, I love that.
00:11:10
Speaker
Something I've heard you say is that the brand that got you here may not be sufficient to get you there.
00:11:17
Speaker
I'd love to know a little bit more about what you mean by that and what do firm leaders and advisors need to be thinking about as they evolve and grow over time?
00:11:27
Speaker
So I mentioned the nine traits.
00:11:29
Speaker
We conducted some original research on it a couple of years ago.
00:11:33
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And so we asked, and it was like 500 CEOs, primarily professional services.
00:11:39
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And three distinct attitudes came out of the research.
00:11:43
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And if I may, I'll just quickly share them because I think it answers your question.
Adaptation and Innovation in Business
00:11:49
Speaker
There were satisfied executives that as they looked at the nine traits that were best in class, that got them to their level of success, they were satisfied.
00:12:01
Speaker
The second group, they were simplifiers and they were looking for quick, easy ways.
00:12:06
Speaker
The nine, they didn't need all nine.
00:12:08
Speaker
Just give me a few.
00:12:10
Speaker
Do what we do well and that will get us the growth we need.
00:12:15
Speaker
The third were aspiring.
00:12:17
Speaker
The case study I would give for a satisfied client is Kodak.
00:12:23
Speaker
They were at the top of the game.
00:12:24
Speaker
And if you don't know that story, go back and look at it.
00:12:29
Speaker
They were the dominant film company in the world.
00:12:37
Speaker
And they had someone on staff that said digital is coming.
00:12:43
Speaker
And basically the leadership said, don't you ever say that again.
00:12:48
Speaker
And what they ended up doing was defending that they were satisfied and they were right until the capital eroded.
00:12:57
Speaker
And this other little firm out there thought digital was the way to go.
00:13:02
Speaker
And they now are dominant and there's multiple ones.
00:13:05
Speaker
Look what happened to Kodak.
00:13:06
Speaker
They were satisfied.
00:13:08
Speaker
So I would say if you are at the top of your game or you think that you are,
00:13:13
Speaker
look at what you may be missing.
00:13:15
Speaker
What has changed since you started your business?
00:13:18
Speaker
If you're the only rainmaker, then who else is going to do that?
00:13:22
Speaker
I think it is just no matter where we are in the journey, if you tap the brakes and step back and kind of ask these three things, what are we doing well?
00:13:31
Speaker
What do we keep doing?
00:13:33
Speaker
What's different and what do we need to start doing?
00:13:38
Speaker
And then what do we need to stop doing?
00:13:40
Speaker
But I think this attitude of continual learning, asking not because we've always done it that way, but why not?
00:13:48
Speaker
And is it relevant?
00:13:49
Speaker
We've got multiple generations where purpose is pretty important.
00:13:52
Speaker
And are you speaking to each generation in an authentic way and meeting them where they are?
00:13:58
Speaker
So the satisfied, the aspiring, and those are the clients we love the most.
00:14:01
Speaker
They wanna do all nine.
00:14:03
Speaker
The negative part of that is they try to do all of them and they're only 24 hours in the day.
00:14:07
Speaker
But there's something about for them, what's most important to them is serving their employees and clients at the highest level.
00:14:15
Speaker
I personally think if you take this test and you are aspiring, I think you're going to have a competitive edge.
00:14:21
Speaker
If you're satisfied, then you may want to look at what maybe you should look at to do differently.
00:14:28
Speaker
Great.
00:14:29
Speaker
I love that.
00:14:29
Speaker
And I think I remember a sort of postscript on that where Kodak, I think after the rise of Instagram and some of the other ones, you know, Instagram's obviously where it's at now.
00:14:41
Speaker
I think I remember Kodak tried to release their own app that was basically an Instagram competitor just because like they have to catch back up and do something and...
00:14:50
Speaker
Yeah, you lose a little credibility.
00:14:52
Speaker
And listen, I wish them well.
00:14:54
Speaker
I hope that, you know, that was a moment in time they find the new moment.
00:14:58
Speaker
But I think we learn.
00:15:00
Speaker
We're not the only people running companies.
00:15:02
Speaker
Let's learn from what people are doing well, the success of it.
00:15:06
Speaker
Let's also learn, because we learn from failures as much as we do anything else.
00:15:10
Speaker
I guess I have one follow-up question on there because I'm just very curious.
00:15:14
Speaker
When you talk about, you know, we had the simplifiers and obviously the challenges and maybe don't want to be there.
00:15:21
Speaker
But then you talked about the aspiring and maybe they want to do all nine and how that could have some of its own challenges as well.
00:15:27
Speaker
How do you help people find that balance of we don't want you to be complacent or too satisfied, sorry.
00:15:35
Speaker
We don't want you to be satisfied.
00:15:36
Speaker
We don't want you to just stay where you are.
00:15:38
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but maybe you can't do everything.
00:15:41
Speaker
How do you help find that balance?
00:15:43
Speaker
I love that question.
00:15:45
Speaker
I think it is probably in my career, when I tried to do everything, I really failed at many things.
00:15:53
Speaker
I mean, you know, I mean, you just can't.
00:15:55
Speaker
I think you look at it and that's where you empower the team that's around you or you bring in experts in your whole ecosystem.
00:16:03
Speaker
And so it's looking at all nine and being clear on your own lane and then who is doing each and then how you come together
00:16:12
Speaker
and speak about each one.
00:16:13
Speaker
So I would say it's ownership of who owns each nine, whether it's internally or through partnerships with others.
00:16:21
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Partnerships are powerful.
00:16:23
Speaker
And I have found that, you know, creating communities that, and this is a community here at this event, people, they're like-minded.
00:16:32
Speaker
We're all seeking ways to learn from each other and grow.
00:16:36
Speaker
I think that's important too.
00:16:37
Speaker
So truly the Jack or Jill of all and master of none really can apply.
00:16:43
Speaker
Great.
00:16:43
Speaker
Well, as we wrap our conversation today, Susan, I'd love it if you can give us three actionable things that our audience can take back to their firms and start doing today to strive and deliver that exceptional brand experience we're talking about and drive growth.
00:16:59
Speaker
What are sort of three actionable items you could give us?
00:17:01
Speaker
Well, I think I touched on them earlier, but I'll summarize them here.
00:17:05
Speaker
Please.
Strategies for Effective Branding
00:17:06
Speaker
I mean, number one, it's hold the mirror up and look at where you are.
00:17:09
Speaker
And so, you know, let's not be satisfied.
00:17:12
Speaker
If you wrote your mission statement or core values 25 years ago, look at them and see, is the language relevant today?
00:17:19
Speaker
And is that architectural blueprint, if you will, clear in your mind and have you put together your strategic plan?
00:17:28
Speaker
Start with strategy.
00:17:29
Speaker
Okay.
00:17:30
Speaker
I would also go back, basically it's the same thing that financial advisors do for their clients, you know.
00:17:38
Speaker
The goal part is pretty important.
00:17:41
Speaker
You've got to understand how much money you want to invest in your brand and really what are the goals of your brand.
00:17:47
Speaker
So that gets back to your vision.
00:17:50
Speaker
just know what you're trying to do, but I would also put a deep lens on your existing portfolio.
00:17:57
Speaker
Is it balanced?
00:17:59
Speaker
Are you clear on where you are getting the AUM?
00:18:03
Speaker
So I would do an analysis of that.
00:18:06
Speaker
And everyone may say, yeah, well, we know.
00:18:08
Speaker
Well, do you really know what that client is?
00:18:12
Speaker
Are there ways you can categorize them?
00:18:15
Speaker
Are there those that are more profitable than others?
00:18:19
Speaker
And I know this is going to sound terrible, but are there some that you really maybe are not the best financial advisor for?
00:18:27
Speaker
I mean, it's really okay.
00:18:30
Speaker
I believe in marketing language should attract and also repel.
00:18:35
Speaker
So that would be the second thing.
00:18:37
Speaker
And I would then the third is looking at I for me, I always try to understand in my universe who has experienced what I have and they've got a few years ahead of me.
00:18:52
Speaker
And I like to surround myself with peers and I like to learn from each other and then those that haven't even stepped in my shoes.
00:18:59
Speaker
So create who that universe is for you.
00:19:01
Speaker
There's a lot you can learn of those who have been there, those who are with you, and those that are coming.
00:19:07
Speaker
So those would be the three things that I guide myself on and certainly the client.
00:19:13
Speaker
So to recap, here's what advisors and firm leaders in the RIA space today may want to think about as they position themselves for the growth opportunities that lie ahead.
00:19:22
Speaker
One, start with strategy.
00:19:25
Speaker
Hold that mirror up and look at who you really are and what you want to be.
00:19:29
Speaker
And then building on that, just as financial advisors work with their clients, start with goals.
00:19:35
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Understand clearly what your goals are, what you're trying to accomplish, and then analyze your existing business and are you really getting there.
00:19:43
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And I think number three, we could say build that universe.
00:19:48
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What experience do you need?
00:19:49
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What experience don't you have?
00:19:51
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How can you round out the people around you to really build a successful network, I guess, to reach that next phase?
00:19:59
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Susan, thank you for joining us.
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It was a pleasure.
00:20:01
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Thank you.
00:20:02
Speaker
Once again, thank you to everyone who took time to join us here from the Synergy 24 conference.
00:20:08
Speaker
If you enjoyed this special edition of Synergize, hit subscribe wherever you get your podcasts and be on the lookout for the next episode with actionable insights for how you can grow your business.
00:20:19
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And remember, the challenge is yours to capitalize on what the future offers.
00:20:29
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If you want to join the conversation or connect with us, please visit us at synergize.advisorevolutionsciences.com.
Conclusion and Disclaimers
00:20:38
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This content is provided for general information purposes only.
00:20:41
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The views expressed by non-affiliated guest speakers are their own and do not necessarily reflect the opinion of Trade, PMR, or its affiliates.
00:20:50
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Trade PMR and its affiliates do not endorse any guest speakers or their companies and therefore give no assurances as to the quality of their products and services.
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00:21:10
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00:21:36
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00:21:37
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00:21:40
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For a transcript of this episode with sources, visit synergize.advisorrevolutionsciences.com.