Why do people willingly pay double for a latte served with a fancy logo when they can get one that tastes just as good down the road in a plain paper cup? Buying decisions are often about more than quality or even cost — they’re about associated perceptions, feelings, experience, and trust. In other words, those decisions are driven largely by brand.
Whether you’re selling cappuccinos or advisory services, a brand can make a big difference. A strong advisory brand communicates expertise, trust, consistency, and value. It sets expectations, builds confidence, and ultimately helps you justify your fee — and win new business.
More than Just a Logo
Your brand is more than your logo or tagline. It’s the sum total of the perceptions clients and prospects have of your offering. For retirement plan advisors, those perceptions hinge on how well you communicate your value, expertise, and commitment to client outcomes. And that’s where PlanFees can be a powerful tool in your toolkit.
Let data tell your brand story. Tools like Prism Total Fees Benchmarking and Prism365 make it easier to benchmark plan fees and services quickly, and more often. Rather than waiting for the customary three-to-five-year review cycle, increase clients’ and prospects’ awareness of your brand by regularly providing meaningful insights.
Be a thought leader, not a sales rep. Use PlanFees analyses in blog posts, social content, webinars, and client communications. Educating the market positions you as more than a service provider, and lets you become a voice of authority.
Demonstrate fiduciary excellence. Plan advisors often struggle to break away from the pack in a crowded field. Many promise “customized service,” but fewer can really deliver on that brand promise. Elevate the visibility of your fiduciary diligence and differentiate your offering with PlanFees’ data-driven insights.
Streamline the RFP process. Do what other advisors can’t by deploying RFP Express to quickly respond to requests for proposals, showcasing your exclusive access to recordkeeping data from top providers. Turn a typically labor-intensive process into a quick turnaround and demonstrate your benchmarking superpowers.
Make a memorable first impression. Key challenges in the branding game are to get noticed and be remembered. PlanFees’ two-minute benchmark allows you to deliver insights on the fly with fast and accurate data that sets you apart from the very first touchpoint.
Reinforce your identity with branded reports. Prism365 allows you to generate benchmarking reports customized with your logo and brand colors — a much more powerful branding tool than generic Excel spreadsheets. Every time a plan sponsor shares or revisits a report, they’re reminded of the value and expertise you bring to the table.
Enhance your marketing materials. Whether you’re building a pitch deck, updating your website, or preparing for a plan review, PlanFees provides in-depth analyses and compelling data visualizations to help give your message clarity and impact.
Branding for your firm. If your practice includes multiple advisors or offices, PlanFees can enhance brand strength by helping to ensure cohesive and consistent messaging across your entire organization. Every report, proposal, or presentation reflects your firm’s professionalism and attention to detail.
Percolate on This
Don’t settle for being an “average cup of Joe” in the advisory space. Brew up a differentiating client experience and deliver on your brand promise of fiduciary excellence each and every time.
Build a better advisory brand … with PlanFees.