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Brian Sullivan of Commonwealth

Practice Management > Marketing and Communications

Commonwealth: Advisor Adoption of Brand Studio Has ‘Exceeded Expectations’

By Jeff Berman

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The initial adoption of Brand Studio by Commonwealth advisors has “exceeded expectations,” the company said.

Commonwealth’s entire advisor network can now receive strategic marketing support through Brand Studio after early access to it was made available to a subset of them in 2020.

“Brand Studio soft launched as intended in 2021 — all advisors were onboarded and we announced” it only internally, Sarah Howes, vice president of advisor marketing at Commonwealth, told ThinkAdvisor on Friday.

“We have been focusing on onboarding our advisors before we shared the news externally, and are now in a position to speak more in-depth on the all the tools within this resource for prospective advisors considering independence,” she explained.

Brand Studio’s curated set of integrated marketing tools and content was designed to help advisors “create the strong brand identity they need to accelerate business growth,” Commonwealth said in a news release on Tuesday as it announced the Brand Studio launch externally.

The portal’s solutions include Content Library, Strategy Builder, Learning Center, Quick Search, Vendor Solutions and Website Services.

“We recognize that small business owners need easy access to sophisticated marketing technology to grow and thrive,” Howes said in the news release.

“We created Brand Studio to help our advisors drive business growth through optimized marketing that attracts ideal prospects and converts them to clients,” she said. “The foundation we have established is an extraordinary starting point, and we’re committed to expanding our offering as we remain an accountable partner for our advisors.”

She added: “Ultimately, Brand Studio is designed to help advisors enjoy the potential growth that comes from a strong marketing strategy that aligns with their business goals. As our advisors grow and evolve, Commonwealth will continue to invest in, build, and evolve Brand Studio.”

In November 2020, Trap Kloman, president and chief operating officer of Commonwealth, told ThinkAdvisor the company was “going to start to take” its Commonwealth Brand Studio marketing initiative “to scale in 2021,” adding the firm had received “great feedback” on it from advisors.

Commonwealth had been providing “extensive marketing services to our advisors for quite some time, particularly in the area of website development, content creation and sharing, and collateral creation,” Brian Sullivan, chief marketing officer of Commonwealth Financial Network, told ThinkAdvisor at the time.

Brand Studio also “gives advisors the opportunity to gain more in-depth access to marketing strategy and consulting services to aid them in crafting the best marketing plan for their needs,” Sullivan said.

(Pictured: Brian Sullivan of Commonwealth)

Jeff Berman

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