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Gerber Financial Advisors


Journey of Why: Bringing our WHY to Life


By Jocelyn Sperko, Director of Communications & Marketing
Published September 6, 2012

Jocelyn Sperko discusses Gerber, LLC branding around first-generation entrepreneurs.At Gerber, LLC, our passion lies in providing first-generation entrepreneurs with more than financial advice. As founder and principal Randy Gerber wrote in the first installment of the Journey of WHY blog, “it acts as their launch pad for ideas and aspirations; gives them guidance for integrating and achieving their life, business, and financial goals; and provides inspiration for paying their success forward.”

Defining our WHY allowed us to define who we are. We’re dynamic, straightforward, welcoming, and passionate—to name just a few of the personality traits we embody. What does this mean for our look and feel? Warm, inviting colors that stand out; prompt, courteous responses to client inquiries and concerns; and language that is direct, deliberate, and engaging. In a lot of ways, it’s who we always were: in others, it’s who we are trying to become.

Another thing you may have noticed: our name has changed. We no longer answer to Gerber Financial Advisors, LLC and are now Gerber, LLC—it’s a small change, but we think it has big implications.

Our work isn’t done once we draw up the financial plan and begin managing our clients’ investments: the way we see it, our work is never done. We work tirelessly to integrate our clients’ life, business, and wealth through our continuous process of clarity, guidance, and fulfillment. We let our clients know their options, work with them to set goals and see them through, and when all of that is said and done we repeat the process. Our thinking is this: we aren’t just financial advisors, so there’s really no reason to include it in our name. We are Gerber, LLC—and all that that implies.

When it came to our logo, we wanted something that represented our WHY completely, illustrating not just what we think but who we are and how we do it. The solution: three interlinked rings, each representing one level of the integration we work to achieve.

We hope you’ll continue on this Journey of WHY with us by reading our blogs. If you would like to be notified when new blogs are posted, follow us on Twitter or join our email list. Next up, you’ll hear from Randy Gerber about how entrepreneurs are different (and why we work with them).

ARTICLE HIGHLIGHTS:
Recommended Reading: Start With Why, Simon Sinek (Buy here)
Next on the Journey of WHY: How Entrepreneurs are Different
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Gerber, LLC is a wealth management firm located in Columbus, Ohio that works with first generation entrepreneurs.

Links are being provided for information purposed only. Raymond James is not affiliated with and does not endorse, authorize, or sponsor any of the listed websites or their respective sponsors. Raymond James is not responsible for the content of any website or the collection or use of information regarding any website’s user and/or members.

The information has been obtained from sources considered to be reliable, but we do not guarantee that the foregoing material is accurate or complete. Any opinions are those of Jocelyn Sperko and not necessarily those of RJFS or Raymond James.



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  • Journey of WHY: Why we work with first-generation entrepreneurs
  • Journey of Why: Bringing our WHY to Life
  • Gerber's Got History: The History of our New Office
  • Journey of Why: It Starts with WHY
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