When you start a business, building a brand can feel daunting. Based on our recent experience, we can honestly say that it takes patience and a network of partners to make it happen.

In this post, we’ll share our story of creating the Primary Financial Advisors brand in less than six months: from brand identity, website design, office signage and decor, and more.

We learned the importance of:

Patience. Building our brand and applying it to our office, website, and marketing materials took 6+ months.
Deep self-reflection to document the company's identity, values, and differentiators
Investing in professional design help early from a skilled brand designer
Working with multiple specialists (copywriters, photographers, stylists) who do the things that we don’t know how to do
Pivoting when something isn't working

First Step in Business Branding: Know Your Company First

If you’re a business owner, take time to reflect before you start a branding exercise. How do you help people? What do you want your brand to represent? What do your clients say about you? How will your company be different from the others in the market?

We spent a lot of time to capture these details on paper. We had team conversations about our brand identity and services, recorded them, transcribed them, and summarized the insights. We also interviewed clients. For “competitive research” we used Facebook chats where people were looking for financial advisors to identify potential SEO keywords and positioning points. Then we looked at the websites of popular advisors to inform our brand.

After this research, we identified what we thought was our real differentiator: for nearly a decade, our financial advisor and CFP® Practitioner Brian Sullivan was the first person his clients called, anytime they had a question about money – big or small. We wanted his new brand to showcase what we feel is a uniquely high-touch and personalized type of financial service.

Why a Brand Designer is a Worthwhile Investment

Hiring a brand designer can feel daunting. Some smaller businesses might shy away from spending $8,000-$10,000 out of the gate for an initial brand exploration.

We can say first-hand that it’s worth it. Working with a creative partner from the start saved us so much time, gave us a much better result, and enabled us to focus on the nuts and bolts of building the business.

In the very first days of opening our business, we talked to several brand designers. After seeing her portfolio and talking to her in person, we were confident that Janet Cooke of Skyhouse Creative in Portsmouth, New Hampshire could get us where we wanted it to be.

When you find the right professional, they just “get it”. Take the example of our company name, Primary Financial Advisors. We spent endless hours brainstorming, the company name. Nothing felt right. We shared our frustration with Janet. During our initial branding workshop, she said, "Wait - if you're the first place your clients call when they have questions about money, what about Primary Financial Advisors?" We loved it.

Over the next few weeks, Janet shared a Mood Board with us and used our feedback to define our logo, brand marks, color pallet, fonts, and imagery.

She compiled everything into a Style Guide that we now refer to constantly as we work with Janet and other partners to build out different marketing materials. Within a handful of weeks, we had the start of a brand on paper.

Partner shoutout:
Brand and Web Design: Skyhouse Creative https://www.skyhousecreative.com/

Creating Our Website

With the bedrock of our brand identity in place, it was time to think about our website. We selected Janet because of her brand and web design capabilities, so we knew we were in good hands. But before we moved to the design phase, we needed a structure and the right words to communicate our value proposition, services, and brand.

The Words on the Website

Deciding what to say on a website is more complicated than you might think! We hired a copywriting team that seemed great. We spoke to them for hours to give them background information and they interviewed our clients at length. They said they could move quickly, which is what we were looking for at the time. Despite checking many boxes, the first draft of their text made us sound like every other financial advisory. That’s when we learned that sometimes you need to pivot quickly to part ways with partners who aren’t the right fit.

Instead, our team drafted what we thought we wanted the website to say. We also knew that what we wrote was too long and nuanced. So our Head of Operations and Marketing Heidi called a talented creative professional that she worked with previously: Rivkie Lieberman from Motif Studio.

Now, asking a copywriter to write new website copy based on existing, lengthy, detailed text is a bit unusual, but Rivkie graciously agreed to help. Thanks to Rivkie and her Co-Founder Hindy Lieberman, we now have website copy that we think is audience-focused, educational, and fun.

Image of Primary Financial Advisors Website Copy

We also know that being found and being relevant is important, we so we turned to Meg Clarke of Clapping Dog Media for an SEO audit. Meg identified keywords and incorporated them into Rivkie’s text in a way that feels natural. She helped us define our meta tags and gave us a prioritized list of content to work on. Meg also coached us on how to become locally relevant on search engines, and she had a wealth of information to share about AI strategies and tools. We’re glad we did this work up front because it made future content creation so much easier.

Partner Shoutouts

Copywriting: Motif https://motif.studio/
SEO: Clapping Dog Media https://clappingdogmedia.com/

The Imagery on Our Website

As we wrote the website text, we had a good think about what we wanted the website to look like, as well as the images we’d need for marketing activities. That’s when we decided to capture our own photography instead of using stock photos.

As part of her styling service, our brand designer Janet referred us to Sarah Jayne Landry from Amesbury, Massachusetts . Using our newly created brand for reference, Janet and Sarah collaborated on a Photoshoot Guide, outlining the images that we’d capture, the wardrobe for our team and our clients, and the props and equipment we needed for the shoot. This ensured that the photos that we captured were truly representative of us and the company we’d created.

Partner shoutout:
Sarah Jayne Photo Co https://sarahjaynephoto.com/

Styling and Wardrobe

Before the photoshoot, we looked in our closets and realized we needed a refresh!

Brian turned to Ari of Boston - his long-time trusted stylist for some updated business attire.

At the same time, Heidi reached out to a personal stylist she used in the past: Gilda Miranda from Styled by Gilda in Boston. After looking at Janet’s Style Guide, Gilda created a list of photoshoot looks which Heidi shared with the team.

Then took Heidi shopping. A few hours later, Heidi had three distinct head-to-toe looks for the photoshoot, that she could also use in her day-to-day professional life. Gilda captured these in an online portal that Heidi referred to, plus Gilda gave her tips to help her shop for herself in the future. Gilda and her team were also available to answer our questions by phone on the day of the photo shoot, which was incredibly helpful.

Styling Partner Shoutouts:
Ari of Boston http://www.ariboston.com/
Styled by Gilda https://www.styledbygilda.com/

Photoshoot Day

Putting Our Best Face Forward

Of course, you can always do your makeup yourself for a branding photoshoot, but it's much more fun (and impactful) when someone does it for you! Janet asked Amanda McCarthy of Amanda McCarthy Beauty in York, Maine to help with makeup on the day of.

Amanda achieved natural looks that came across well in photos. Heidi even scheduled a makeup tutorial with Amanda a few months later to learn how to capture the same photoshoot-look on a day-to-day basis.

Partner Shoutout:
Photoshoot Makeup: Amanda McCarthy Beauty https://www.instagram.com/amandamccarthybeauty/?hl=en

Capturing Our Best Sides

During the four-hour session in a studio, we captured headshots, photos with clients, team shots, and "stock" photography to use on our blog, in our presentations, on social media, and beyond. Sarah was a real expert in capturing the photos. She made us feel at ease, instructed us to stand up straighter, move an inch one way or another, laugh, or lean forward or back to get the perfect shot. The huge windows in the studio let in beautiful light, which Sarah really used to her advantage.

Partner Shoutout:
Photography: Sarah Jayne Photo Co https://sarahjaynephoto.com/

Finalizing the Website

With the final text from Rivkie and photos from Sarah, our Brand and Web Designer Janet created what's perhaps the biggest part of our brand: the website. We think she achieved a design that's modern, user-friendly, and reflective of our client’s needs.

Since the launch of the website, we’ve worked with Janet to create a myriad of marketing materials: social media templates, stationary, mailers, branded notecards and stationary, and more. She’s been great about giving us tips to help us promote our business along the way. We’ll continue to work with Janet and these other partners for our future marketing needs.

Social Media for Primary Financial Advisors

Partner shoutout:
Brand and Web Design: Skyhouse Creative https://www.skyhousecreative.com/

Bringing the Brand to the Office

While Janet built the website, Brian and Heidi worked behind the scenes to purchase office furniture and finalize the décor.

It was surprisingly difficult to find quality office furniture that conveyed the warmth and sophistication that we wanted to project. We went to many retail stores and talked to a handful of interior designers. Interestingly enough, when we talked to friends and family the name Room and Board kept coming up.

We shared Janet’s brand style guide with designer Margot Keil, formerly of Room and Board in Seattle. At first we wondered if the company’s aesthetic was too modern for our brand. Margot listened closely to our feedback and reviewed all of the branding material. Then she recommended more pieces from Room and Board’s collection that had a Shaker/New England vibe. Once we gave her our preferences, she used the company's 2D and 3D software to help us blend function and fashion in a relatively small office space (which several other designers didn’t think was possible).

Image of Primary Financial Advisors Office Layout — Room and Board 2D layout

Room and Board 3D rendering of office — Room and Board 3D layout

She patiently worked with us for several months to choose the right furniture and finishes. We were so glad that we had Margot on our team and it was incredibly helpful to visit an actual brick and mortar store to experience the furniture and fabrics in person vs. purchasing pieces sight unseen from a designer or online.

Working with Margot virtually was helpful, but we knew we needed someone locally to help us finalize our office space. Someone who could come into the office to get a sense of the space and lighting. We turned to Hanna Schaffer from Forrest and Ash in Exeter, New Hampshire to help us pick the paint colors, hang art on the wall, and choose lamps, picture frames, and accessories. She even recommended a local framer D. Pratt to frame Brian’s diplomas and other pieces for his office. It saved us so much stress and time to be able to outsource these choices to someone with significant design expertise.

Art in office — Photo wall designed by Forrest and Ash using existing art and frames

To help us stand out in our office complex and to make our office easier to find our brand designer Janet recommended Mike Deacy of Summit Signs in Exeter, New Hampshire. Mike created a vinyl logo for the door and also brought our logo to life, by installing a 3D version in gold on our green back wall.

Office signage by Summit Signs

Partner Shoutouts:
Décor and Accessory Selection: Forrest and Ash https://www.forestandashdesign.com/
Furnishings: Room and Board https://www.roomandboard.com/
Framing: D. Pratt https://www.dprattframer.com/
Signage: Summit Signs https://summitsigns.net/

If you're building your own brand, keep these things in mind:

It takes longer than you'd think. Building a brand isn't a weekend project. Even with professional help, good branding takes time. Rush the process, and you'll end up with something that doesn't truly represent your business.

Spend time thinking about who you are as a company (and who you want to be). Before you think about colors or fonts, spend time documenting your company's identity. What problems do you solve? How are you different from competitors? What do your best clients say about working with you?

Invest in a designer who can bring your brand to life. Bonus if they have partners that they can connect you to. A skilled brand designer is more than a vendor; they're a strategic partner who brings not just design skills, but strategic thinking about your market position, creative problem-solving, professional networks of other specialists you'll need, and experience with what actually works.

Hire partners to help. You’re an expert in your business, but unless you’re a full-blown marketing agency, you probably aren’t a writer, photographer, graphic designer, or stylist. Spend time to find great partners who can do the things that you don’t do so you can focus on growing your company!

Phase your investment if needed. Not every small business can invest $8,000+ in branding, furniture, and other services right away. Consider phasing: Phase 1: brand strategy and basic logo design, Phase 2: website development and essential marketing materials, Phase 3: professional photography and expanded brand applications, Phase 4: office design, signage, and brand elements.

As you can tell from our journey, a lot goes into building a brand. You'll find some great partners, and you might have to part ways with others. But if you know yourself and you trust the process, it's possible to build an authentic brand that you're proud of.

If you'd like a sounding board as you start your own brand journey, reach out to us. Or if you need financial advice as you work to build or grow your business, click here to schedule a call with our Founder and CFP® Practitioner Brian Sullivan.

SET UP A CALL

The Partners Who Helped Us Build The Brand:

Brand and Web Design: Skyhouse Creative https://www.skyhousecreative.com/

Copywriting: Motif Studio https://motif.studio/

Décor and Accessories: Forrest and Ash https://www.forestandashdesign.com/

Furnishings: Room and Board https://www.roomandboard.com/

Photography: Sarah Jayne Photo Co https://sarahjaynephoto.com/

Photoshoot Makeup: Amanda McCarthy Beauty https://www.instagram.com/amandamccarthybeauty/?hl=en

SEO: Clapping Dog Media https://clappingdogmedia.com/

Signage: Summit Signs https://summitsigns.net/

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Any opinions are those of Primary Financial Advisors and not necessarily those of Raymond James. The information has been obtained from sources considered to be reliable, but we do not guarantee that the foregoing material is accurate or complete. Raymond James is not affiliated with and does not endorse the opinions or services of any of the outside organizations mentioned.

Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP® and CERTIFIED FINANCIAL PLANNER® in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.

Building a Brand: How We Brought Primary Financial Advisors to Life