An effective tagline can set your business apart and strengthen your marketing campaign — even if you work under a large dealer or institution..

Financial advisors are very limited in how they can market themselves, says Sandra Bekhor, president of Toronto-based Bekhor Management. You do not have the financial resources to create and place TV and radio campaigns, and you face regulatory limitations in how you can use social media.

A tagline is a small but effective tool that can help promote your message through every part of your business, Bekhor says, from your business card to your newsletter.

Here are five tips to help you shape a unique tag line for your practice:

1. Ignore your gut
Advisors who share a geographical location, services and target audience will probably be thinking along the same lines when it comes to promoting their businesses, Bekhor says. So, your initial thought about your practice and your services has probably been used by one of your competitors and should be dismissed as a tagline idea.

Instead, delve a little deeper into your service offering than to simply say, for example, that you offer great customer service.

2. Focus on what sets you apart
Create a compelling tagline by thinking carefully about how your business is different from others.

Your message, Bekhor says, should reflect your unique selling proposition. That may be that your business is set up with in-house experts, for example. Or it might be about how you deliver advice, such as through empathy and listening skills.

3. Find the right tone
Strike a note that resonates with your target audience.

Creating a meaningful message for clients and prospects isn’t just about words, Bekhor says. It’s also about the tone.

For example, Bekhor says, Nike’s tagline, “Just do it,” is a command, telling you to get out there and be active. It’s not telling you to give it your best shot; it’s commanding you to do something.

4. Get to the point
Keep your message short and easy to understand.

Advisors often try to say too much in a tagline, Bekhor says. Instead, prioritize your ideas and state one important thought related to your business.

5. Stay on message
Don’t dilute your message by using too many taglines.

Advisors often make the mistake of using more than one tagline at a time, says Bekhor. This can cause confusion with clients and prospects because they won’t understand your message.

Instead, choose one strong tagline and incorporate it into every part of your business.