“I like watching investment thought leaders on CNBC more because they don’t know what questions are coming. You get to hear what they actually think instead of being fed a script.”

That was a quote from a financial advisor at one of our recent Advisor Roundtables. It certainly underscores a brand-building point we’ve covered in past blog posts: The need for effective and engaging spokespeople whom advisors want to listen to.

But underneath the surface of that quote is a far more interesting insight: The shift toward a more informal, human way of presenting your brand to the marketplace. 

For as long as any of us can remember, financial services was as formal as they come – dress in your best suit and tie, speak using investment terms that only certain people understand, and show little to no emotion. 

Following the 2020 pandemic, we’ve been watching much of that change. Our time on video calls, seeing each other’s kids run through our living rooms, has led to a thirst for more authentic brand connections. We recently spoke about Blackstone’s incredible success connecting with its audience on social media by being real and authentic in the channel. We’ve even heard from advisors in our own interviews who want to see the companies who are marketing to them “get out of the suit and tie” because it no longer resonates with them.

So, how do you make your brand synonymous with words like “relatable,” “authentic,” “genuine,” and “real”? Here are some simple steps you can take to build richer connections in today’s informal era:

Go Off Script

Scripted communication in today’s day and age just feels off. Sure, compliance loves it, but training stakeholders to avoid promissory language – along with the ability to edit video – can circumvent this need. Letting stakeholders speak from bullet points or even off the cuff can enable them to speak as they would normally – like everyday, normal human beings people want to listen to.

Get Out of the Suit and Tie

From headshots to video and speaking appearances, let stakeholders dress the way they would on a more casual day in the office. Even better: How about you think intentionally about the “dress code” that your brand personality evokes? Look at how the folks from Altruist dress – they wear cool clothes because they’re seeking to be a cool brand. It’s a fun little exercise for your brand team to consider – thinking hard about the brand personality you want to convey and dressing accordingly.

Get Rid of Financial Jargon

Advisors want complex topics to be translated to simple, understandable explanations and analogies. Dr. David Kelly is the prime example of someone who has built a following by simplifying the movements in the markets for anyone listening. The headline here: Stop trying to sound smart through jargon and instead show that you’re smart by actually speaking in a way everyone can understand.

Show Your Personal Side

It’s okay for your stakeholders to talk about passion points, family, or just moments in their life that matter. Jurrien Timmier of Fidelity has showcased this by interspersing some very sophisticated views on the markets with occasional spotlights of his love of cooking. He’s shown that he’s not just an economist – he’s a real human being, too. 

Take a People-Centric Approach to Communication

People connect with people. Send your emails from the people within your organization, and write them like an actual person would – even little tweaks like saying “Hey” instead of “Hello” can lend a feeling of authenticity and connection. 

Get Out the iPhone

We recently enjoyed hearing at a Financial Communications Society event how a certain CMO had armed stakeholders with iPhones to capture video across the organization. The informality of the video – along with the quantity of video captured – created a huge amount of engagement with this brand’s audience.

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While the above are simple, actionable ideas, the bigger picture of what your brand needs to accomplish is harder: Create a culture where people are free to be themselves and communicate the way they naturally communicate. While that can be a challenging endeavor, it won’t just lead to better brand connections – it can also lead to a happier company.