January 2019 – Crafting an Image: A Review of Corporate Branding

​As competition for clients and market share continues to heat up, brokerage firms must work to differentiate themselves to attract new investors. Online brokerage platforms are more than just places for investors to monitor their account balances and place trades—they are inextricably tied to firms’ overall brand identities for clients and prospects alike. One component of a brokerage’s online persona is the About Us section, an area where firms can highlight their unique attributes and discuss company history, mission and values. In this month’s Broker Monitor report, we assess our coverage group firms’ About Us sections, reviewing how firms position themselves to site visitors as well as how these sections align with broader marketing initiatives.

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