Marked improvement

Businesses spend millions of pounds investing in their brands, but there is a misconception that brand-building is only for large corporate firms, which could not be further from the truth. A brand gives a business a point of difference. It is well worth investing some time to consider the benefits a clearly defined brand could bring to an adviser's own business. So how do advisers go about growing their brand? They first have to be satisfied that the raw materials for the new brand are right. To start with, advisers should make sure they are happy for their business name to become the...