The MVP Guide to Branding for Financial Advisors with Jennifer Hensley

Mar 7, 2023

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Jennifer Hensley is a marketing strategist and the owner of Playmaker Coaching & Consulting LLC— dedicated to changing the game for referral-based business owners. By creating and implementing 90-day marketing plans with her clients, Jennifer helps them scale sustainably without the hassle or hustle. Jennifer worked with Northwestern Mutual for over 18 years before becoming the owner of Playmaker Coaching & Consulting in 2019. She graduated from the University of Missouri-Columbia with a Bachelor’s in Marketing and earned her Chartered Financial Consultant and Chartered Life Underwriter designation from The American College of Financial Services.

Jennifer joins me today to offer advice on branding for financial advisors. She outlines the SVC branding framework and discusses what factors financial advisors need to consider when creating a branding strategy. She explains how financial advisors can elevate their branding if they’re not active on social media. She also highlights how advisors can avoid getting overwhelmed when beginning marketing work for their business and underscores the value of creating a playbook for branding success.

“Start by showing up: comment on others’ content, give free resources, or add value. Starting there can make a huge difference, and you wouldn’t have to worry about how much you need to post every day.” - Jennifer Hensley

This week on The Model FA Podcast:

Jennifer’s background and career at Northwestern Mutual
The “Strategy, Value, and Consistency” framework for branding
Tracking and identifying client segmentation and ideal clients
Jennifer’s advice for being more consistent with branding work
The three circles of people who will see your content
The importance of adding free value to other people
How financial advisors can elevate their branding if they’re not active on social media
Creating a library of content for repurposing and reusing
The branding minimum viable product every financial advisor needs to have

Resources Mentioned:

Book: One Word that will Change Your Life by Dan Britton, Jimmy Page, and Jon Gorden
Book: The Four Tendencies: The Indispensable Personality Profiles That Reveal How to Make Your Life Better (and Other People's Lives Better, Too) by Gretchen Rubin
Book: Find Your Yellow Tux: How to Be Successful by Standing Out by Jesse Cole

Our Favorite Quotes:

“The reality is if you want people to care about your stuff, it starts by you caring about theirs. You need to interact with them first to make interaction happen.” - David DeCelle
“It’s important to not just put together a plan but also a plan of execution, and a plan around how you’re going to review and reassess.” - David DeCelle
“Being strategic, value-based, and consistent helps advisors create aim and focus, rather than just going all over the board and hoping something will work out.” - Jennifer Hensley
“Advisors often have a lot of ideas all the time and immediately take it all and adopt it all, at which point they struggle. Trying to make it manageable makes it more consistent.” - Jennifer Hensley

Connect with Jennifer Hensley:

About the Model FA Podcast

The Model FA podcast is a show for fiduciary financial advisors. In each episode, our host David DeCelle sits down with industry experts, strategic thinkers, and advisors to explore what it takes to build a successful practice — and have an abundant life in the process. We believe in continuous learning, tactical advice, and strategies that work — no “gotchas” or BS. Join us to hear stories from successful financial advisors, get actionable ideas from experts, and re-discover your drive to build the practice of your dreams.

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Our Team:

President of Model FA, David DeCelle

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