Most wealth management firms jump straight into marketing tactics—launching podcasts, updating websites, posting on LinkedIn—without ever building the foundation that makes marketing work. In Part 1 of our 2026 Marketing Kickoff, Rosemary Denney walks you through the essential foundational work every firm needs before spending a dollar on marketing:

• Creating ideal client personas that go far beyond AUM (and why "high-net-worth individuals" isn't a target audience)
• Crafting a value proposition that's actually memorable and differentiates you in a crowded market
• Defining your brand voice in 5 adjectives (and why this matters for every piece of content you create)
• Identifying the real pain points your ideal clients face (not the ones you think they have)

This isn't theory. This is the exact framework Rosemary has used with dozens of wealth management firms, family offices, and RIAs over 13 years to create marketing that drives sustained, intentional growth.

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Have questions about building your marketing foundation? We're here to help. Whether you're working through the Brand Roadmap on your own or wondering if you need support implementing it at your firm, reach out: hello@wealthmattersconsulting.com
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