It’s all about the relationship.

Time and again advisors tell us how important the client relationship is. When they attempt to explain their value as professionals, they share anecdotes that illustrate the trust they’ve built over time with those they work with.

It’s not easy to pin down and define this aspect of what you do, but it’s too closely connected with retention and referrals to be ignored. So when you go to market, how do you convey the nature and strength of your relationships with clients?

When we talk about branding, particularly in the context of prospecting, we often stress the importance of having concrete differentiators and a clear value proposition. But all the details surrounding those core brand tenets can be made to reflect the “soft skills” that are likely crucial to the success of your practice.

How you communicate, your tone and bearing, your calming effect or your common-sense style—potential clients can begin to get a sense of all of this before they meet you, as long as you find opportunities to show it. Consider the photography and imagery you present, the look and feel you create, and the stories you’re able to tell through quotes, testimonials and case studies.

A polished brand makes the intangible tangible. If you can present not only what you do, but what it’s like to work with you, prospective clients can get a much fuller picture of the value that you provide.