Digital Branding

Industry-leading brand storytelling for world-class investment advisors

Taking the next step in your marketing journey

At Digital Branding, we believe every RBC Dominion Securities investment advisor is deserving of exceptional branding that tells the unique story of who they are, what they do and how they do it. Our sister team at the WM Studio offers a range of marketing resources and self-serve tools to address most advisor requests with the utmost professionalism, quality and care.

However, for the select advisor seeking to further elevate their brand, the paid Digital Branding program is the ideal choice. From a personalized brand kit to strategic marketing executions, we offer exceptional value to our advisors at a fraction of market costs, empowering them to take the next step in their marketing journey with full confidence in the road ahead.

the program

Two stages. Eight weeks. One goal.

Digital Branding is a two-stage, eight-week program with a singular goal: to craft industry-leading brand stories for world-class investment advisors at RBC Dominion Securities. Led by a group of highly experienced and diversely skilled marketing professionals, our team works collaboratively with select advisors to do just that, laying the foundation of their brands in Stage 1: Brand strategy, and bringing them to life in Stage 2: Creative execution. We invite you to determine whether you fit our eligibility criteria and to explore each stage in detail below.

Eligibility

You are eligible for the Digital Branding program if:

You qualified as a Council team on the FY25 ladder

At least one advisor on your team must be listed as a Council team.

You have clearly defined business ambitions

This program is designed to help you articulate, not come up with, your goals.

You are prepared to make timely decisions

We require an 8-week time commitment with meetings scheduled in advance.

STAGE 1

Brand strategy

Branding your team, building your future

Stage 1: Brand strategy is the first step in laying the foundation of your team’s new brand that will help build your business moving forward. From defining your voice and values to creating your personalized visual identity, we’ll deliver a brand kit that provides you with all the tools you’ll need to bring your unique strategic positioning to life in the next stage. For a BDA-eligible fee of $6,000, your brand kit will include:

A core idea and strategic pillars

Capturing the essence of what you do, the role your pillars play and outlining your core differentiators—the tangible, specific actions or approaches that set you apart.

A purpose, vision and mission statement

Outlining who you are as a team, why you do what you do and how you leverage your experience and expertise for your clients' benefit.

A client-focused value proposition

Summarizing the benefit of your unique service offering, what differentiates your team and the unparalleled value you offer to clients.

A brand personality

Defining how your brand shows up—how it sounds, how it behaves and the role it plays in clients’ lives, building credibility through consistency and guiding future communications.

A forward-looking visual identity

Providing imagery, colour and typography direction within RBC Wealth Management guidelines to bolster your distinct brand moving forward.

An actionable set of core values

The fundamental beliefs and principles that guide what your brand stands for, translated into clear behaviours that shape how you consistently make decisions and show up.

A brand narrative

The strategic story that brings your brand to life in a clear, compelling way—translating your positioning, purpose and value unto a cohesive narrative that creates meaning and emotional connection.

A set of consumer-facing key messages

The core messages that translate your strategy into simple, consistent language—articulating what your brand stands for, what makes it different and why it matters.

A foundational content strategy

Outlining a system and practical steps to translate your core idea and strategic pillars into clear, repeatable content that builds trust over time.

A team collaborating around a board room table.

Discover

You and the key decision-makers on your team will meet with our brand strategist and designer for a 90-minute, in-depth Discovery session via Webex. You’ll be asked a series of probing questions designed to help us gain a deeper understanding of your team, your service offering, your clients and the ambitions driving your business.

STAGE 2

Creative execution

Bringing your brand to life

With your brand foundation now firmly in place, Stage 2: Creative execution is where everything comes together. Leveraging the unique identity developed for you during Stage 1: Brand strategy, you’ll work with a dedicated copywriter and designer to create pieces that reflect who you are and how you create value. Teams will build their brand ecosystem—starting with one brand anchor and expanding with additional brand extenders*over time.

_{*Brand extenders are available at an incremental cost and delivered within an additional time period agreed upon by the WM/Studio and the advisor.}

Brutalist architecture against a blue sky.

A high-impact, foundational piece

Brand anchors are designed to serve as a cornerstone for your team’s identity—and are often the primary place prospects and clients will interact with your story. Teams will select one brand anchor as the foundational asset that brings their strategy to life and establishes their brand presence. Choose one of the following:

A custom website that provides a complete, modern digital presence, including a compelling introduction, a team section with bios, flexible content areas aligned to your priorities and a clear contact form. The site is responsive, search-optimized and designed to scale with your practice. (Fee: $6,000)

A comprehensive brochure that offers a refined, tactile way to tell your story. We’ll bring together custom-written copy and intentional design into a print-ready asset that supports conversations with prospects and clients alike. (Fee: $6,000)

A pitch presentation that gives you a branded PowerPoint deck system, complete with written and designed client-ready slides that communicate your differentiators with clarity and confidence. (Fee: $6,000)

A professional on a Webex call at her home office.

Align

You’ll spend 60 minutes meeting with our team’s account manager, copywriter and designer via Webex to review and discuss your selected deliverable. This helps us ensure clarity before work begins.