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Apple has little in common with the advisory business. But financial advisors, whose clients depend on them for
sound investment management and financial-planning advice, can learn lessons from the tech giant when it comes to
delivering a unique brand experience.
Regardless of the industry, customers do judge people and companies by appearances. The quality of a
customer’s interaction with a business determines the customer’s overall impression — sometimes
even more so than the actual product or service. Apple’s iconic founder and visionary legend, the late Steve
Jobs, understood this and poured a tremendous amount of energy and resources into shaping the customer experience at
strategically designed retail stores. Today, Apple stores are a much-coveted attraction for shopping malls all over
the world. They draw so much business that shoppers schedule appointments. Jobs believed his stores represented an
innovative way to communicate with customers. He emphasized that a customer should be able to walk into the retail
space and, with one sweep of the eye, understand the flow. The store is shaped around the customer’s
experience.
The same holds true for the advisor’s office – the place where clients visit and interact with you and
your staff. It is here that clients receive a tactile impression of your firm. Considerations such as logo
placement, interior colors and furniture style are obvious ways to convey your image.
However, go beyond aesthetics to deliver a complete brand experience for your clients so they will understand your
unique value proposition without you having to say a word.
Have you ever spent time in your office from your client’s perspective? Spend a half-day sitting where your
clients sit and looking at what they see in your space. Take note of items they don’t see but they should. In
my years as a wholesaler, I have had the opportunity to visit many advisory firms. The ones that stand out know
that:
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Comfort is key. Discussions regarding investment goals and objections may inevitably evoke
your clients’ deepest fears, wishes and desires. Ensuring a comfortable environment conducive to
conversation is paramount. Consider factors such as your typical client’s age, gender and lifestyle to
customize your office space accordingly. For instance, advisors who cater to an elderly clientele may wish
to “age-weight” their office by taking into account seemingly small details: Making sure printed
materials feature a larger font size, and nave a convenient basket of eye glasses or a stash of pens that
are a bit thicker and easier to grasp. Likewise, the lighting or temperature setting in your office may be
adjusted to suit specific preferences. Blinds and other window treatments can help shield clients from
glaring sunlight that can be distracting and uncomfortable. Thoughtful placement of beverages, snacks,
magazines and books can help clients feel at home.
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Put your best face forward. In a business in which trust and integrity are critical,
advisors should demonstrate their personal brands with their actions, making sure those actions convey their
values and priorities. But you may also wish to put your character traits on visual display to help your
clients get to know you. While most advisors already do this to some degree, I think there is a more
effective way to showcase your practice through office feng shui. The key is to display personal items,
photographs and other memorabilia in a way that flows with your office layout and intuitively reinforces
your brand to the client. Adhering to some basic rules of interior design is also helpful. Grouping similar
items together to create focal points, and use similar picture frames for specific types of photos to create
a cohesive look. Here are a few more ideas:
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Personal photos: Feature family and other personal-interest pictures on your desk so clients can see
them. To make sure the pictures are big enough to be seen, use 5x7 frames. Having at least one
photograph of your parents shows that you appreciate your elders and can help build trust among
elderly clients. This is also a good place to display any photos that convey your hobbies and
passions.
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Diplomas and certifications: In a separate area from your personal photos – on the wall behind
your desk, for example – place items related to your education and credentials. Rather than
having these materials scattered throughout your office, consider grouping them in similar frames to
create a unified focal point.
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Personal library: Don’t be afraid to display the books that you have read, as it shows that
you are a student of the markets. But always keep the bookshelf off to the side of the
clients’ seating area, out of the direct line of sight, so as not to be a distraction during
conversations. Industry-related photos and professional memorabilia are a nice complement to the
seating area and can emphasize your due-diligence process. For example, some advisors will frame
business cards and photos of portfolio managers they have met and researched, along with other
industry leaders.
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Community focus: On the same wall as the exit door to your office, place photos or other items
relating to your involvement in the community or charitable organizations. Advisors who demonstrate
a commitment to their community or a willingness to give back always stand out to me as people I
would like to do business with. Seeing this commitment on display when leaving an advisor’s
office creates a lasting impression.
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Keep educational materials on-hand. As an advisor, not only are you charged with investment
management, but you can also educate your clients about investing to build trust and rapport. Place the
Ibbotson Chart and other charts and graphs that illustrate market rotation, dollar-cost-averaging or other
key investing concepts near your desk so that they can be easily referenced. Keeping materials like these in
a binder on your desk or framed and on display can help reinforce the educational process for your clients.
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Brand through association. Get creative by displaying your personal brand in a way that
prompts a referral. An advisor I know did a great job of reinforcing his reputation for delivering
customized portfolio solutions by displaying a Starbucks table in his office. The seemingly out-of-place
assortment of coffee beans and mugs caught clients’ attention and compelled them to ask what place it
had in an advisor’s office. The advisor explained how he delivers investment management based on his
clients’ needs and goals – much like Starbucks brews up a myriad of beverages tailored to
customer orders. The Starbucks association made the sometimes-awkward step of soliciting a referral a bit
easier, as the advisor was able to ask his clients if they could recommend anyone like them who would
appreciate customized investment-management solutions.
Thoughtful office layout and design can help advisors create deeper client relationships stirring emotions and
creating memories. In addition to helping clients grasp your investment philosophy and methodology, office feng shui
and an on-brand atmosphere leaves clients with a lasting impression of your firm’s values and culture. As
investment-management services become increasingly similar, a strong brand that includes a cohesive customer
experience differentiates your firm from competitors.
Kevin Marsh is a regional investment consultant and vice president with Arrow Funds and ArrowShares.
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