If you are a financial advisor, building your brand is critical to your future, especially if you are an independent advisor, Shirl Penney of OnWallStreet.com says.

So what does it mean to have a brand? Penney describes it as the “embodiment of your reputation, the overall emotive response when clients and prospects hear or see the name of your firm.”

In order to establish your brand, it is recommended that you do a variety of efforts, such as promotional effort s and the use of social media. Penney recommends hiring marketing and PR professionals to get your company’s name out there, and help your brand.

One of the branding efforts you can do is writing articles about topics your current clients, as well as potential clients, may be interested in. You can also participate in interviews in the media that could help promote your brand. And social media and a good web site are also important.

In all, you only get one chance to make a good first impression. Make sure that your brand is something customers will like.

Written by Lisa Swan