In this conversation, we sit down with Dr. Joshua Wilson, founder of NeuBeFi, as we dive into his framework for brand building rooted in neuroscience and emotional resonance. Joshua helps us understand why credentials alone don’t close deals, and how prospects often choose financial planners long before any conversation happens. We unpack how to discover the emotional “signal” behind a firm’s identity, embed that into messaging (what he calls “SignalCraft”), and use that foundation to build a brand that connects, differentiates, and scales.

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