The Marketing Playbook


Posted by Susan Block on Dec 8, 2016 8:00:00 AM

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Should your firm use a tagline to more clearly identify your value?

Taglines are not a necessity, but in most cases they help firms communicate something unique about their business to prospects and clients.  Taglines are especially important if the name of your firm doesn't fully describe what you do.

Creating a tagline for your advisory business will help you distill your story down into an easy soundbite. This communication bite allows your clients and others to introduce your firm concisely and consistently. When your mission and value is boiled down to a handful of words, employees can fully unite on what you do, what you deliver and how the firm is going to grow. Remember, your firm's tagline doesn't need to be overly clever or cute, it just needs to explain the unique value that your business offers. Of course, you can inject a little personality of your firm into the tagline.

The best taglines are positive in nature and upbeat. Be sure that your tagline is:

  • meaningful and memorable
  • flexible and able to evolve with the growth of your firm
  • short - no more than 6-8 words 
  • reflective of the value you provide
  • benefit oriented

Take a look at a few great financial services taglines* 

Allstate:  "You're in good hands with Allstate."
Prudential:  "Get a piece of the rock."
VISA: "It's everywhere you want to be."
EF Hutton:  "When EF Hutton talks, people listen."
Capital One: "What's in your wallet?"
American Express: "Don't leave home without it."

 * source:

Before creating a tagline for your practice, be sure your firm has an overarching branding strategy in place.  Once this foundational messaging is established, your tagline can be more easily identified. Then, just look at your team's "Key Competitive Advantages." 

If you need help in developing your Marketing Communication Roadmap, download our step-by-step guide to developing your firm story. 

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If your firm needs more help in developing a Marketing Communication Roadmap and brand message, we can help. Our on-site branding sessions use a structured process to uncover your firm's marketing pillars, value adds, competitive advantages and communication proof points. 

Contact Marketing Matters for more information.

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Topics: Branding, firm story development, marketing, Advisor Marketing, RIA Marketing


The Marketing Playbook provides RIAs and Financial Advisors branding and marketing ideas to engage prospects and clients.  Our marketing ideas and practice management strategies are intended to help your firm generate assets under management and build your business.

We welcome your feedback and contributions in the form of comments on the posted material.


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