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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 - Brand Psychology
Section 4 - Website & Digital Experience 

Ready? Let’s get started. 

Your brand story starts here.

First Name *
Last Name *
Email *

SECTION 1: YOUR BUSINESS

Mission, Purpose & Core Beliefs

What is your mission? (Your purpose)
What is your overall vision for this company? (i.e. What kind of company do you want this to be – for the advisors who work for you, and the HNW individuals you serve?)
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)
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 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)
What are your long-term aspirations for this brand?
How do you want to make advisors feel when working with you?
What do you want your end-clients and peers to say to others about your firm after interacting with it?
What does success look like with this brand? How will you measure success? (i.e. KPIs)

Mission, Purpose & Core Beliefs

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?
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.)

Differentiation & Value

What sets you apart from your competition?
What do you excel at as a firm or business?
Do you have a niche focus?
What do you want to be “the best in the world” at?
What is your brand promise? (The commitment you make to employees and end-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

Which words describe your business values:

Naming Strategy

Do you prefer to approach your company name as a Sowell sub-brand (i.e. Sowell Private Wealth), or develop a name that has an independent brand identity (for competitive differentiation and market positioning flexibility)?
Have you thought of any potential brand names, or have ideas about what kind of name you’d like?
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.

Tone & Personality:

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)
Should the brand’s visual identity (logo, brand colors, look, and feel) lean toward traditional wealth management aesthetics or something more modern/innovative?
Do you prefer bold/vibrant colors or muted/minimalist tones?
Are there any colors you favor or any you prefer to avoid?
What imagery style (photography and graphics) do you prefer and you think will resonate with potential advisors and potential end-clients? (aspirational lifestyle, adventurous, traditional business settings, abstract, etc.)
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?
If this brand were a person, how would you describe them? (e.g., sophisticated? visionary? approachable? steady?)
If this brand were a car, what type of car would it be and why?
Any words, ideas, or themes you feel strongly about, including or avoiding?

SECTION 2: ADVISORS, END-CLIENTS & INDUSTRY

Recruiting Advisors

What do you believe financial advisors could want from this firm/division that they’re not currently getting elsewhere?
Are there any specific qualities or business styles of advisors that you wish to attract? 
What kind of advisors do you not want to attract?
How do you want advisors to feel when they discover this company or opportunity?
What are the services you will offer to advisors?
Any specific businesses you plan to meaningfully partner with? (ie, CPA’s, Estate Planners / others). And why?
How can an advisor join the business? What is (are) the business model?

Attracting UHNW End-Clients

Who is your ideal end-client? (e.g., age, life stage, personality, values, family structure)
What do you have in common with your current or potential end-clients?
What do most of your end-clients have in common?
What key pain points or goals do you help solve in the UHNW category?
What unique needs or expectations do you think UHNW clients have that we can meet better than your competition?
How do you want your end-clients to perceive the relationship? (e.g., exclusive? approachable? innovative? discreet?)

Industry Competitors:

Who do you see as your primary competitors in this space? (provide a list of companies and links to their sites)
What do you admire — or want to avoid — 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?

SECTION 3: BRAND PSYCHOLOGY (Rate 1–5)

How interested is YOUR IDEAL END-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 end-clients’ values? Choose 5

SECTION 4: WEBSITE & DIGITAL EXPERIENCE 

Do you want to include an insights section, blog, or thought leadership?
Will you publish regular updates (e.g., newsletters, whitepapers)?
Do you want a newsletter signup or email marketing integration?
Do you need a client portal (login)? If so, what links? Or secure file-sharing?
What is the most important call-to-action for anyone visiting your website?

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?

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