Important Do’s and Don’ts for Communicating Your NEB Membership
October, 2007—How you communicate your NEB membership matters. In the current compliance-driven environment, it’s crucial to use NEB’s branding correctly—and to provide clear and accurate descriptions of NEB to your prospects and clients. Here are six guidelines to follow.
1. Do not call yourself an “Approved Financial Advisor.”
Doing this is dangerous for two reasons. First, regulators these days are hypersensitive about financial professionals calling themselves anything not supported by their training, practices, and license. So calling yourself a “financial advisor” when you’re not licensed to do so is asking for trouble. Second, saying you’re an “approved financial advisor” of NEB suggests we have approved your business practices and products, which is not the case. Suggesting otherwise is deceptive and a violation of your NEB membership agreement.
2. Use the current NEB logo.
Always use the current NEB logo (the one stamped “MEMBER”). And never use NEB’s prior logo (the one stamped “APPROVED”) to suggest that NEB has approved your products, services or your company. NEB membership means that you as an individual have passed our comprehensive background check. Suggesting otherwise is a violation of your membership agreement.
3. Use the member logo if you’re a member; the sponsor logo if you’re a sponsor.
We have two logo versions: one for members and one for sponsors. Do not mix and match. Using the right logo will convey the right message to the right audience.
4. Do not use the phrase “Seal of Trust.”
Earlier this year, we stopped using this phrase in response to regulator concerns. If you are still using this phrase on your web site or marketing literature, please remove it as soon as possible. Instead, say or write, “John Smith has been granted membership in the National Ethics Bureau.”
5. Do not include any form of rating with your NEB identifier.
For example, do not say you are an “A+ rated” member of NEB. We no longer have such a rating system and suggesting we do is misleading.
6. Do not suggest that NEB membership is a designation.
NEB membership means you passed a rigorous background check. It does not mean you have earned a designation from NEB. Here’s why. Designations are credentials you earn after completing an approved course of study and passing one or more exams. Generally, earning a designation gives you the right to claim a specialized body of knowledge. Because NEB membership involves no course of study, it confers no special knowledge about seniors or any other demographic group.
By using the right words and symbols to convey your NEB membership, you will eliminate misperceptions that may cause problems for you—and for NEB. So if you value your NEB membership and want NEB to remain strong, please help us respond to regulator concerns by following the guidelines above.
If you have any questions, please call Member Services at (800) 282-1831.
Become NEB’s Next Member of the Month!
- Have you been an NEB member in good standing for at least a year?
- Do you stand for ethics and integrity in every aspect of your business?
- Has NEB membership helped you build stronger client relationships?
- Are you interested in achieving industry recognition for being named NEB’s
Member of the Month?
If you answered “yes,” to all of these questions, then we encourage you to apply for NEB’s member of the month program. If selected, you will be profiled in a future issue of Ethics Edge. You will also receive a free PDF reprint of your interview to share with prospects and clients. (see sample)
Interested? Just send an e-mail to hlew@ethicscheck.com expressing your interest and explaining why you should be profiled.
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