Before You Buy or Sell, Build Your Brand: Webinar Recap

Why Marketing Readiness Fuels RIA Growth

Last week, I had the pleasure of joining industry veteran Mark Elzweig for a webinar on a topic that is becoming more important than ever for RIAs: “Before You Buy or Sell, Build Your Brand: Why Marketing Readiness Fuels RIA Growth.”

Whether you are considering selling your practice, merging with another firm, or growing through acquisition, your brand is one of your most valuable assets. A clear, consistent, and authentic brand not only attracts clients—it strengthens your firm’s position in any transition.

Here are a few key takeaways from the discussion:

1. Start with a Brand Audit

Many RIAs rely on legacy materials, outdated websites, or inconsistent messaging that doesn’t reflect who they are today. A brand audit helps identify gaps and ensures your story, visuals, and client experience align with the firm you are now—and the firm you want to be.

2. Build a Marketing Plan That Supports Business Goals

Marketing shouldn’t live in a silo. It needs to connect directly to goals like increasing AUM, expanding into a niche, or positioning for a future sale. Even a simple three-month calendar with measurable milestones can provide clarity and direction.

3. Align Strategy and Tactics

Strategy is the “why.” Tactics are the “how.” Smaller firms might focus on one or two consistent channels (such as LinkedIn or a monthly newsletter), while larger firms may run more complex campaigns. The key is execution and consistency.

4. Leverage the Right Resources

From CRM systems and content libraries to consultants or agencies, firms have more tools than ever. The right support can make the difference between fragmented activity and a cohesive, impactful marketing program.

5. Embrace Today’s Marketing Trends

Authenticity and personalization are driving results. Short-form video, podcasting, and educational content help RIAs connect with niche audiences. And while AI is reshaping content creation and client service, it must be used thoughtfully to avoid compliance risks or diluting your unique voice.

💡 Bottom line: Before you think about buying, selling, or merging, make sure your brand is ready. Marketing readiness builds credibility, strengthens negotiations, and positions your firm for long-term success.

Watch the Replay

If you missed the live discussion, you can watch the full webinar replay here:
▶️ Before You Buy or Sell, Build Your Brand: Why Marketing Readiness Fuels RIA Growth