When you mention the name of the one of the largest financial service firms in the industry, certainly you can describe what it does, how it’s positioned, and probably some people you know who use their services. They have likely spent millions of dollars creating and supporting that brand over many years.  But can an advisor build a brand without millions to spend, without years to accomplish it, and when the firm may not have hundreds of advisors to spread the message by word of mouth?

The answer is yes, and now more than ever, small and mid-sized firms are taking on their better-branded competitors and winning. Why? Because marketing a brand today favors focused, strategic and nimble marketing, things that few big firms do well. Sure, these bigger firms can launch massive ad campaigns, sponsor the best-attended conferences, have the slickest brochures and Web sites, and buy up all the key phrases on Google Adwords, but educated clients are looking for experts, not generalists, and big firms seem to be speaking to everyone, no one specifically. Complicate this by the fact that every large firm seems to be saying virtually the same thing, using similar photos and graphics, and you can see there is an opportunity to stand out in a sea of sameness.

Case in point, if you Google “investment advisor” for any city large or small, the first page of Google results is littered with national firms. Large firms have large Web sites, lots of traffic and large budgets, so they stand out in broad searches. But the truth is, smart investors seek specific search terms, not general ones. If you search for “passive investing St. Louis” you will find the handful of firms and advisors specializing in passive investing. The big guys don’t show up.

So branding well doesn’t mean your firm shows up everywhere, it’s about showing up and standing out when an educated investor is looking for someone who does exactly what you do. If you don’t target a specific investor or offer something unique, all evidence shows that it is becoming virtually impossible to reach your target and get them to contact you.

Here are some of the most effective things you can do to brand yourself or your firm in this Inbound age and avoid camouflaging yourself in this technically challenging marketing climate:

• Your brand is your story. Make sure it doesn’t sound like everyone else’s. Tell it only to the people who will care, not just to people who will listen.

• Be an expert. If you work primarily with retirees, market yourself as a Chief Retirement Officer. If you subscribe to Modern Portfolio Theory, educate your market about passive investing. Show up in local search results for specific and narrowly focuses terms. You can’t show up on the first page for  “investment advisors.”

• Become well known. If you’re a passive investment advisor, preach this philosophy from the hilltops. Send your prospects books on the subject. Talk about it at seminars or on local TV and radio shows. The more places you show up physically and digitally, the more you will stand out as an expert.

• Focus on measurable marketing and continuous improvement. The numbers don’t lie.  If no one comes to your Web site, do an e-mail newsletter (linked to your Web site) and launch a Google Adwords campaign. If people come to your site, but never contact you, give them something they want (for free) if they give you their e-mail and phone number. Now more than ever, no one thing will work. It will take a series of things all working together.

• Be more social... on- and offline.  Attend more high-profile events and connect your clients through professional networks (including LinkedIn). Share information and leads that are actionable (as long as they are compliant) and track if they engage with you or pass it to their friends. They’ll thank you with a great introduction in-kind, and after all, that’s what advisors have always wanted—introductions to your clients’ trusted family and friends.

Craig M. Kaminer is a partner with Evolutionize, a full-service digital marketing firm specializing in investment advisors.