Three Takeaways from Our Emily Binder Interview
Our recent Invest Well, Be Well guest Tom Lydon suggested I connect with Emily Binder—and it was a fantastic recommendation. They say “we’re all in sales,” but we’re also all in marketing. In today’s world, where so many of us are effectively entrepreneurs shaping our own careers, understanding and defining your personal brand is essential. This isn’t just for those with a public platform; it matters for anyone, and for every firm, too.
Emily is a rock star. She has the energy, the expertise, and the ability to execute. I know I’ll be following her work closely from here on out. Here are my three key takeaways from our conversation:
1. The Importance of Personal Brand
Attention is the new oil. Emily emphasized that capturing real, meaningful attention is one of the most valuable assets anyone can cultivate. Having a great service isn’t enough—you must stand out so people notice, engage, and ultimately trust you. In financial advice, trust is everything.
She argues that faceless, overly corporate branding is far less effective today. People want to work with people they feel they know. That means letting your personality, values, and voice come through. Authenticity is key. Leaning too heavily on artificial intelligence won’t get you there—Emily calls low-quality output “AI slop,” and people can spot it a mile away.
2. Discovering Your Genius and Finding Individual-Market Fit
When developing a brand, your greatest asset is yourself. As past IWBW guest Jim Ware said, it begins with identifying your “genius”—your unique strengths and interests—and leaning into it.
Emily made the point that “individual-market fit” is even more important than the traditional principle of product-market fit. In other words, your style, personality, and story need to connect with the specific audience you want to serve. If you’re speaking to everyone, you’re speaking to no one.
3. Embracing “Buffalo Marketing”
One of my favorite Emily phrases was “buffalo marketing.” If you produce something of value—whether commentary, a podcast, a video, or a webinar—repurpose it across multiple formats and platforms. Revisit it later when timing or context makes it fresh again.
I’m a big fan of this approach. From writing commentary to hosting podcasts, I’ve seen firsthand that people usually catch one version of your work, but not all of it. Repurposing ensures your message meets your audience where they are.
Practical Tips for Advisors (and Everyone)
- Define your voice and clarify your “why.” What problem are you trying to solve?
- Start small, but stay consistent.
- Experiment with emerging formats like audio or voice-assisted tech.
- Make sure your brand aligns with your ideal client’s expectations and values.
The bottom line: when your messaging is authentic and consistent, it becomes relevant and compelling.
Don’t forget to check out Emily’s work: