8 Ways to Incorporate Your Authentic Personality into Your Professional Finance Brand
Building a personal brand in finance doesn't require sacrificing authenticity for professional polish. This article explores eight practical strategies that allow financial professionals to stand out while staying true to themselves, backed by insights from industry experts. These approaches demonstrate how transparency, clarity, and genuine communication can strengthen client relationships and set practitioners apart in a competitive field.
Prioritize Integrity over Revenue
Before launching WealthArch Investment Services in 2014, I was frustrated that much of the financial advisory industry seemed incentivized to give advice that wasn't truly in clients' best interests. I made a commitment that, in my own firm, my clients' interests would always come first.
For more than 11 years, when clients have asked whether they should add money to their portfolios (even though my firm would earn more fees), I've often said, "Now is not the right time," if I believed the market was expensive. Turning down additional revenue is uncommon in our business, but staying aligned with my values and maintaining a high level of integrity matters more to me than short-term growth.
Another way I bring my authentic personality into my brand is through detailed, timely investment updates. When I make a mistake, I'm upfront about it. That level of candor can feel uncomfortable, but it is actually liberating and, in my experience, deepens clients' trust. Owning mistakes also forces me to analyze what happened, why it happened, and how I can improve going forward, which ultimately makes me a better investor.
My advice on balancing authenticity and professionalism is this: define your core principles, communicate them clearly, and be willing to let them cost you in the short term. Authenticity is not the opposite of professionalism; in my case, living my values and being transparent with clients is exactly what enables me to be truly professional.
Confront Bad News with Clarity
When a client's deal went sideways, I called them immediately, explained the whole mess, then laid out our next three steps. No jargon, just a clear plan. They appreciated it and it actually solidified our working relationship. What I learned is that in finance, you can't hide bad news, but you can face it head-on. People respect that more.
Share Failures to Build Trust
I share my dumb investing mistakes, not just the wins. It shows I've messed up too, and it's usually funny. People relax and listen more when they see that. They know I get their struggles. So just be yourself, but keep the advice straight. That's what builds real connection.
Let Substance Prove Professionalism
For me, it has been less about "incorporating" my personality and more about not filtering it out. I show up the same way with clients that I do in real conversations. I am direct, grounded, and honest, especially when the numbers are uncomfortable. I explain things in plain language and I care about whether people actually understand what they are looking at, not just whether it sounds impressive.
The balance comes from letting the work speak for itself. I do not need to perform professionalism through jargon. Professionalism shows up in preparation, follow-through and doing what you say you are going to do. Authenticity shows up in how you communicate, how you listen and how willing you are to meet people where they are.
The advice I would give is to stop trying to sound like what you think a finance leader should sound like and focus on being the finance leader you are. Hold high standard for the work and be human in how you deliver it. When those two things are aligned authenticity strengthens it.
Humanize Money for Better Outcomes
I've incorporated my authentic personality into my professional finance brand by letting go of the idea that financial expertise needs to be rigid or complex.
Early in my career, I tried to fit into the traditional mold of a financial advisor. Over time, I realized that my ability to connect, listen, and talk about money in a human way was an asset. Bringing who the client is as a person into the conversation was the real value I brought to the table, and weaving financial wellness into financial planning is what ultimately set me apart. When people feel understood, they make better financial decisions, engagement improves, and they're more likely to follow through.
Authenticity means bringing my full self to the conversation — all my life and professional experience coming together to serve people who feel behind or like they should know more by now. I can be authentic and still honor the responsibility and professionalism that comes with working in financial services.
For me, the balance has become clearer over time. I think of my role in financial services as helping my clients become even better versions of themselves. Money is such a big part of our lives, and we need to make sure our finances are in harmony with our values, priorities, and personalities.
My advice is this: professionalism is about consistency, transparency, and trust. When you show up authentically, your personality and your values are visible. People know what to expect, and that clarity builds confidence in your brand.
Linda Grizely, CFP(r)
Personal Finance Expert & Financial Wellness Speaker
https://www.LindaGriz.com
Explain Complexities Simply and Honestly
Being straightforward about complex stuff like tax changes clicked with other e-commerce founders. I broke down the boring accounting details on our YouTube channel, and people actually liked it. They wanted clear explanations, not the usual business talk. My advice is to be yourself with clients, but always focus on making things simple for them. That's what they remember.
Be Candid about Unknowns
I don't know when I don't know. A finance person would talk as if they know everything. We build trust by stating what we don't know. We told clients we don't advise them on investment strategies that don't include identity theft protection, and we referred them to someone we trust. That kind of honesty built trust in what we do. Professionalism is not being uptight or pretending to be someone you're not. It's being competent and keeping your word. You can be direct, engaging, and friendly while still being professional. Client conversations are relaxed, and documentation is everything. Work is serious, and we don't take any of it as a joke. We mean it when we say it. Set the bar high. When identity theft occurs, we discuss the cases we worked on rather than the definition. Real connections build trust. Being serious about something can be risky if you're not careful. It's called trust. It's knowing enough about a subject so that you can talk about it freely, as opposed to rehearsed, and that is depth, not performance.
Drop Jargon Answer Real Questions
When we first launched StockCalculator.com, our writing was too technical and people just left. So we dropped the jargon and started answering with real investor questions, like "Is this fee worth it?" It made everything personal. My advice is to use your own first-time confusion to help others. It's better than just throwing an answer at them.
