Return on Image: Why Your Story Matters More Than Your KPIs

In the world of wealth management (a world where Michelle has spent the better part of a decade building brands, crafting stories, and connecting advisors to their audience), marketing is often judged by KPIs and immediate ROI. Clicks, impressions, and engagement metrics dominate dashboards, yet they rarely capture the full impact of a firm’s or advisor’s presence.

For Registered Investment Advisors (RIAs), firms, and individual advisors alike, the real value lies in building trust, credibility, and lasting relationships. This is what Anouk Pappers, a Brand Anthropologist who has worked with over 900 business leaders, calls Return on Image. As she often says, “Your story is your reputation, and it should work for you, whether you’re in the room or not.” By investing in a compelling story, leaders and advisors can strengthen their reputation, attract the right clients, and ultimately drive growth that goes far beyond short-term metrics.

Anouk and Michelle decided to explore why focusing on image—both at the firm and advisor level—is the smarter, long-term strategy for marketing success. At the heart of this long-term growth is one thing: connection.

Advisors and Leaders Are Brands Too

Here’s where the discussion gets interesting for RIAs: the same principles apply not only to firms but also to individual advisors and leadership teams. Every advisor is, in effect, a brand. Anouk has worked with over 900 business leaders and consistently found that the ones who thrive aren’t always the loudest. They’re the ones who know who they are, what they bring, and how to communicate it clearly. Networking, client meetings, and thought leadership are all opportunities to tell your story and create genuine human connections.

When advisors and leaders articulate their motivations and values clearly, prospects and clients can relate, empathize, and ultimately trust them. That trust becomes the foundation for referrals, engagement, and client acquisition. In other words, your story is your connection point and connection is the precursor to results.

What Michelle has observed across various firms and individual advisors is that too often, leadership teams underinvest in this area (especially in the RIA space). Firms may focus heavily on corporate branding, overlooking the enormous compounding value of each advisor’s and executive’s story, presence, and reputation. The stronger the individual and team brand, the easier it is to generate meaningful growth for both the advisor and the firm.

Return on Image: Investing in Connection and Credibility

This is where the concept of Return on Image becomes crucial. Return on Image is the compounding value of credibility, visibility, and trust built through story. For firms, it means building a consistent narrative and presence that inspires confidence. For individual advisors and executive teams, it means crafting a story that resonates personally with clients, colleagues, and prospects.

Unlike clicks or impressions, Return on Image is measured by the quality of the connections you build. Strong connections translate into credibility, trust, and ultimately, long-term growth. Like compounding interest, your story and image are assets that grow in value over time, creating opportunities that short-term metrics cannot capture.

Story as Strategy: Finding Your Connection Point

Marketing without a story is like investing without a plan: it may produce sporadic results, but it rarely creates sustainable impact. Your story is your superpower. It gives people something to remember, something to repeat, and something to trust. Advisors and leaders who articulate why they do what they do create the strongest connections. The story is the bridge between visibility and trust.

Firms that integrate stories into their messaging create a trust-based halo effect across clients, prospects, and the broader market. When leadership teams align on a unified narrative, it cascades through the organization, shaping culture, inspiring employees, and strengthening client relationships. Stories aren’t just marketing tools; they are connection tools. Once you find your story, you find your connection point. That connection fosters trust, which naturally leads to growth, referrals, and client engagement.

Balancing ROI and Image in RIA Branding

This isn’t a rejection of ROI; metrics matter. But they should be evaluated alongside long-term image and connection-building efforts. The smart question isn’t just:

• Did this campaign generate revenue?

…but also:

• Did it strengthen our image and the connections we make with clients?
• Did it enhance trust and credibility in ways that will compound over time?

In the RIA space, this mirrors financial planning: balancing short-term performance with long-term compounding growth.

Investing in Image — Where to Begin

For firms and advisors alike, the first step is reflection:

• Reflect on who you are and what you stand for. This means going beyond your job title: uncovering the values, impact, and direction that make you memorable.
• Craft a story that communicates why you do what you do and why it matters to clients.
• Show up consistently, authentically, and intentionally in all interactions.
• Align the narrative at both the advisor and leadership team level to project consistency and credibility.

Investing in image doesn’t require a massive marketing budget. It requires clarity, intentionality, and a focus on the connections your story creates. Every client meeting, networking event, or public appearance is an opportunity to strengthen your story and, by extension, your connections.

Beyond KPIs: Connection is the Ultimate Metric

KPIs and growth metrics provide useful insights, but they capture only what’s happening now. The real advantage comes from your story and the connections it creates. By investing in Return on Image, developing personal and firm narratives that resonate, you build trust, credibility, and relationships that drive sustainable growth. The question is not if you need to reposition yourself, it’s how.

Metrics tell you what’s happening today. Your story and connections determine whether people will trust you tomorrow. Start by asking: what does Google say about me, my team, and my firm? That’s your Return on Image—and it’s the foundation for future growth.

Independent Contributor Statement

This article includes insights from a guest contributor who is not affiliated with Evensky & Katz / Foldes Wealth Management. The views expressed are their own and do not necessarily reflect those of the firm. This content is intended for informational purposes only and should not be considered legal, financial, or tax advice. Readers are encouraged to consult their own professional advisors regarding their individual circumstances.

About the authors

Michelle Panzera is the Marketing Director at Evensky & Katz / Foldes, bringing over a decade of experience in wealth management, banking, and technology. She oversees strategic initiatives across branding, content, events, and social media, helping advisors and firms craft compelling stories, strengthen their presence, and build meaningful connections with clients.

Anouk Pappers, Brand Anthropologist and sought-after speaker, has worked with over 900 CEOs, CMOs, business leaders, and executive teams to define their personal brand, craft their story, and align their online presence to be future-focused. Through her company Signitt, she helps leaders and leadership teams achieve their next goals, from board seats to business growth.