1

JOIN THE TEAM

BOOK A CALL

Marketing Discovery 

Welcome to the start of something exciting––uncovering your brand. 

Your brand is more than your name & logo—it’s a reflection of who you are, what you stand for, and how others experience your business. This discovery process is designed to help uncover your authentic identity and build a clear, cohesive foundation for all your marketing and communications.

Through this exercise, we’ll identify the core elements that shape your brand: your mission, differentiators, story, values, voice, tone, messaging, and visual identity. These insights will become the building blocks for a strong, strategic brand presence.

To get us started on our marketing journey, you are being asked to pause from your day-to-day and reflect thoughtfully on your business and vision. There are four sections to this discovery document that provide a basic framework for your brand development. You’ll find a mix of sliding scale questions (1 = least interested, 5 = most interested), multiple choice (of which you can choose as many as apply), and open-ended questions.

Section 1 - Your Business

Section 2 - Advisors, End-Clients, Industry

Section 3 - Audience Psychology

Section 4 - Website & Digital Experience 

Ready? Let’s get started. 

Your brand story starts here.

First Name *
Last Name *
Email *

1. YOUR BUSINESS

Personal & Company Vision

What is your personal vision for this company? (Align with your personal values and purpose)
What is your professional vision for this company? (Impact you want it to have in the industry)
What are your long-term aspirations for your brand?
Why did you become a financial advisor? Was there an “aha” moment that shaped your journey?

Differentiation & Value

What sets you apart from competitors?
What do you excel at as a firm or advisor?
What do clients say they appreciate most about working with you?
What is your brand promise? (The commitment you make to clients every time they interact with your brand)
Describe your process. Share your steps and a short description of each step. Where possible, identify what you do or provide that you believe to be unique.
Share your list of services. Where possible, identify what you do or provide that you believe to be unique.
Which words describe your business values? Choose 5
Other: (Additional words to describe your business)

Mission, Purpose & Core Beliefs

What is your mission? (Your purpose)
What do you believe in, pursue, and love as a company? (Your passions)
What core values guide your decisions and behavior? (Your principles)
What values do you want to be known for in the industry? (Your reputation)
Can you describe a moment when your firm’s values were clearly demonstrated?
How do you want to make clients feel when working with you?

Company Beliefs & Culture

We believe in:
We pursue:
We seek:
We love:
What is your business philosophy? (Your approach and mindset)
How would you describe your company’s culture and work environment?

Brand Personality & Voice

Describe your brand using three adjectives and explain why you chose them?
Which adjectives would you never use to describe your brand?
What tone or voice do you want your brand to convey in its communication? (e.g., authentic, warm, luxury, minimalist)
How do you want customers to feel after interacting with your brand?
What emotions or qualities do you want people to associate with your brand?
Provide at least three quotes (personal, famous, or from clients) that resonate with your brand values.
If your brand were a person, how would you describe them?
If your brand were a car, what would it be?
If your brand were a destination, where would it be?

Brand Expression & Culture

What do you want your clients and peers to say to others about your firm after interacting with it?
What are the non-negotiable principles that shape your company culture?
How would you describe your office culture and environment? (or what you hope it will be.)

Brand Positioning

How do you want your brand to be perceived in the market? (Your desired image)
What are the key messages you want to communicate through your brand? (Your core story)
What long-term goals do you have for the brand? (Your vision ahead)

Visual Identity & Style

What visual style feels most aligned with your brand? (e.g., traditional, modern, abstract, lifestyle, minimalist)
Do you want your brand to feel more traditional or more modern/innovative in tone and design?
Do you prefer bold/vibrant colors or muted/minimalist tones?
Are there any colors you favor or any you prefer to avoid?
What types of imagery or photography do you think will resonate best with your target audience? (e.g., lifestyle, business settings, nature, abstract)
Are there specific symbols or icons that feel meaningful or representative of your brand? (Your visual identifiers)
Would you prefer clean/simple iconography or more detailed/intricate visuals? (Your design style)
Are there any visual elements, industry motifs, or design trends you want to avoid?

Naming Strategy

Do you already have a brand or company name in mind?
If yes, how did you arrive at this name or direction?
Would your brand benefit from any of the following? (check all that apply)
Provide the names and website links of at least 3 businesses in your industry that you admire for their style (visually), brand voice, purpose, etc.

2. ADVISORS, END-CLIENTS & INDUSTRY

Ideal Client & Advisor Fit

Who is your ideal client? (e.g., age, life stage, personality, values, family structure)
What types of clients do you want to attract—and which do you not?
What do you have in common with your current or potential clients?
What do most of your clients have in common?
Do you have a specific minimum investment range to consider taking on a client?
What is your monetary “sweet spot” and why?
What is your ideal client “sweet spot” and why?
What key client pain points or goals do you help solve?
What type of advisor focus best describes you and your approach?

Competitive Landscape

Who do you see as your top 3 competitors? (Include links if possible.)
What do you admire about their brands?
What are the gaps or opportunities in the market that you think your firm can uniquely fill?
Are there words that describe your competitors’ values that you think match your own values?

3. Audience Psychology (Rate 1–5)

How interested is your ideal client in the following:

Preserving traditions
Adventure and exploration
Passing down a legacy to family
Personal growth
Mentorship and guidance
Execution and accuracy
Sharing personal values with an advisor
Having a personal relationship with an advisor

How interested are YOU in the following:

Preserving traditions
Adventure and exploration
Passing down a legacy to family
Personal growth
Mentorship and guidance
Execution and accuracy
Sharing values with clients
Building relationships with clients
Which words best describe your ideal clients’ values? Choose 5

4. WEBSITE & DIGITAL EXPERIENCE (Optional or Phase 2)

Functionality:

Do you want to include an insights section, blog, or thought leadership?
Do you need a client portal (login)? If so, what links? Or secure file-sharing?
Do you want a newsletter signup or email marketing integration?

User Experience:

What is the most important call-to-action for anyone visiting your website?

Content:

Will you publish regular updates (e.g., newsletters, whitepapers)?
Who will be responsible for managing and updating site content?

Wrap-Up & References

Please provide your personal and business social media links:
Share a link to your bio (if you have one)
Please provide 3 to 4 quotes you live by or that have personal meaning to you.
Is there anything else we should know before getting started on your brand development?

Download the Journey Roadmap

Download

Thank you for registering!

You should receive a confirmation email shortly. Don’t forget to reserve your room through the unique Sowell hotel reservation page. You can extend your stay at the Sowell Summit reduced room rate.

RESERVE YOUR ROOM

Sign up for the Week Ahead Market Commentary

Download the Journey Roadmap

Sign up for the
Sowell Summit Event

(Please be sure to click the link on the web page to book your room)