Traditionally, financial planners would build their brands quietly. A solid website, a few referrals, and maybe the odd networking event.

However, in today’s landscape, that has all changed.

Gone are the days when clients simply wanted a qualified adviser; now they want someone they recognise, trust, and feel they already know before the first call.

You might be wondering how to go about connecting with people and being someone they can trust before the first message is even sent.

The answer is: build your personal brand.

Below are five practical, LinkedIn‑friendly ways financial advisers can craft a personal brand that actually supports business growth, without losing authenticity or sounding salesy.

1. Put a face to the name

People don’t build trust with logos or branding; they build it with people.

One of the biggest shifts in financial services over the past few years is how much more comfortable clients have become when engaging with advisers they feel they already know. On LinkedIn, especially, a visible personal brand helps bridge that gap long before a first conversation.

This means posting pictures or videos of yourself (yes, we need to see your face!), writing in the first person, and letting people know who you are outside of the job.

You don’t need to overshare, but showing your face regularly helps turn your name from “another adviser on LinkedIn” into someone familiar and trustworthy.

2. Tell real stories

The aim is to connect with your audience so they see themselves in you, meaning you need to start telling real stories they can relate to.

The advisers who build strong personal brands on LinkedIn aren’t just sharing technical knowledge; they’re sharing their own experiences.

Maybe it’s a financial mistake you’ve made, or a story from your early career. Sharing real stories helps people understand how you think, what you value, and what it’s like to work with you.

3. Decide what you want to be known for

Your personal brand won’t be recognisable if you talk about everything. Leaning into your niche and your personality is what will help you stand out.

Think about your target audience; if you aim to work with city professionals or perhaps expats abroad, make sure all your content links back to this type of person. This will make it very clear who you are speaking to and what you want to be known for.

By having a clear point of view and consistent messaging, you’ll keep people coming back and recognising your content.

4. Write how you speak

People don’t want to read another ChatGPT marketing post; they want to see something real.

This is where you can stand out from others and create content that sounds just as if you’re having a chat with friends.

A great way to stay on track: if you wouldn’t say it to a client over coffee, it probably doesn’t belong in a post.

5. Show up consistently (whatever that means to you)

A personal brand only works if people see it often enough to remember you.

However, this doesn’t need to look like posting every day! The mistake lots of people make when building a personal brand is feeling the need to show up more often than they do.

The most important thing isn’t how often you post; it’s showing up consistently to a schedule that works for you.

Ideally, you want at least one or two posts per week, and if you have room for more, great!

Just don’t make the mistake of posting like crazy for a few weeks, then running out of ideas and leaving your account with no new activity.

Final thoughts

A strong personal brand is about putting a face to your name, sharing real stories, and showing up often enough to feel familiar. You don’t need to be the loudest, just consistent enough that your ideal audience recognises you and thinks, “why would I go anywhere else for financial advice?”

Get in touch

Need a little help building your personal brand? We’d love to help. Email hi@theyardstickagency.co.uk or call 0115 8965 300 to speak to us today.