There’s an old song that describes the end-of-year holidays as the most wonderful time of the year. The people in it are laughing and singing, enjoying dinners and friends, and relaxing by the fire. Somehow, they’ve completed their to-do lists so they can enjoy the season of giving stress free. It sure doesn’t sound like me—or anyone I know, for that matter. But maybe this year will be different.

Prospecting is tough. No one really likes to do it, and very few advisors are naturally good at it. If only you could clone your best clients. I hear advisors wistfully mention this idea as they think about the implications of having a practice full of dream clients.

Cloning would be great. But short of that, where else can you find ideal new clients? The answer might be quite literally staring you in the face: your clients’ children or grandchildren.

Part of my role as Commonwealth’s chief business development officer is to work with advisors on their firm’s brand strategy—What is your brand? What would you like it to convey?—as well as methods to carry out that strategy—How do you promote your brand to attract ideal clients?

In my last blog post, I wrote about branding and some of the key issues advisors face when choosing a firm name. I also outlined the pros and cons of naming your practice after yourself; the short answer is, we don’t recommend it. Right after that blog article was posted, I received a call from an advisor. He understood why naming his firm after himself was limiting and agreed with all the reasons I laid out—but what, then, should he name his firm? The advisor was at a loss as to how to proceed.

There’s something about a new year that brings out the optimist in many of us. Some try to start fresh by organizing the closets or scrubbing the house clean. Others join a gym, throw out the Doritos, and begin cycling again. Many make financial resolutions to save more and spend less. Of course, personal goals can be hard to achieve. Fortunately, we often have spouses, friends, or coworkers who are willing to help us work toward them. (“I thought you said you were going to run a half-marathon this year? Get your sneakers, and let’s go!”)

As Commonwealth’s chief business development officer, I work with financial advisors on a wide range of growth strategies. My consultations may focus on anything from gaining introductions and referrals, to planning client events, to developing marketing and website strategy. But in nearly every conversation, the topic of branding comes up.