Ep 436: Hiring A Branding Firm To Figure Out The Best Way To Connect With Your Ideal Clients with Nicole Gopoian Wirick
Financial Advisor Success
Michael Kitces
4.8 • 696 Ratings
🗓️ 6 May 2025
⏱️ 90 minutes
🧾️ Download transcript
Summary
Nicole Gopoian Wirick is the President of Prosperity Wealth Strategies, an RIA based out of Michigan that oversees $70 million in assets under management for 40 households. What’s unique about Nicole is how she hired a branding consultant early on to develop a clear brand identity that reflects her financial planning philosophy and resonates with her ideal clients. This brand now acts as a filter for deciding which marketing opportunities are worth pursuing, helping her stay focused and aligned.
Listen in as Nicole shares how she developed a distinct brand identity by first exploring her ideal lifestyle and values, leading to a “brand DNA” that shapes everything from her marketing to her client experience. She explains how this branding attracts clients seeking deep financial planning around estate and legacy issues, and how she built trust and referrals by nurturing relationships with centers of influence and delivering personalized, planning-led advice. Nicole also reflects on evolving her brand as she grows her team, presenting recommendations through client-friendly summaries, and staying motivated during her transition to independence by focusing on meaningful progress over metrics.
For show notes and more visit: https://www.kitces.com/436
Transcript
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| 0:00.0 | Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with |
| 0:07.1 | financial planner, speaker, and consultant Michael Kitsis to hear stories of how leading |
| 0:12.4 | financial advisors navigated the inevitable challenges that arise on the path to success |
| 0:17.4 | and get insight from leading industry consultants about how to break through to the next |
| 0:22.2 | level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone. |
| 0:29.0 | Welcome to the 436 episode of the Financial Advisory Success Podcast. My guest on today's podcast is |
| 0:34.9 | Nicole Gopoyan Wyrick. Nicole is the president of Prosperity Wealth Strategies, an RAA based in Bloomfield Hills, Michigan, |
| 0:41.8 | that oversees approximately 70 million in assets in her management for 40 client households. |
| 0:46.7 | What's unique about Nicole, though, is how she hired a branding consultant soon after going out |
| 0:51.0 | on her own as an independent advisory firm to help her create a unique brand |
| 0:54.8 | identity that reflects her approach to financial planning and helped her attract and connect with |
| 0:59.3 | clients who fit her ideal client persona and now serves as a filter for evaluating whether |
| 1:03.8 | any marketing strategy is even worth her time to pursue. In this episode, we talk in depth about |
| 1:09.1 | how the branding consultant encouraged Nicole to first take a step back and explore big picture questions of what she even wanted from her firm, such as what an ideal day would look like for her, rather than just starting with the characteristics of her target clientele. |
| 1:22.3 | How Nicole, based on the results from this exercise, then created her brand DNA, which as Nicole puts it as |
| 1:27.9 | compassionate conversations coupled with planning tenacity, that serves as the bedrock of both her |
| 1:33.5 | business plan and her marketing plan, including everything from social media to even speaking |
| 1:38.1 | engagements and helps her save time by avoiding marketing tactics that don't fit that brand identity. |
| 1:43.7 | And how Nicole incorporates her branding and language on our website to attract prospects |
| 1:47.4 | who fit her ideal persona of those with 2 to 10 million of investable assets and an interest |
| 1:52.4 | in going deep on complex financial planning issues, particularly around estate and legacy |
| 1:56.9 | planning and philanthropy. |
... |
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