Before you do business with an advisor or fund manager, it can be telling to ask this powerful question: How do you invest your money? At Hill Investment Group, we believe in our approach to the core. We take for granted that our stance is rare in financial services, where most advisors invest one way for themselves and another for their clients.

Why don’t they eat their own cooking? Their precise portfolio allocations might vary based on individual goals and risk tolerances. But if your advisor is not investing the bulk of their personal assets according to the same strategy and within the same investments they’ve recommended to you … why not?

At Hill Investment Group, our own money makes up about 11 percent of the total assets we manage as a firm; and we use the same fund families, portfolio builds, and evidence-based investment approach we recommend to our clients. When we’re advising a client to stay the course during a down market or to avoid chasing a hot trend, we’re doing the same thing with our personal assets. We feel the same fluctuations, and stay the same course toward the same expected returns. Alignment in this way feels right to us.

While the more familiar expression, “no pain, no gain,” may apply to many parts of life (such as my first half-marathon), sometimes pain is just pain, with no gain in sight. When that’s the case, shouldn’t you do something to avoid it?

That’s the point of a recent video produced by our friends at Dimensional Fund Advisors, “Tuning out the noise.” The first minute is admittedly stressful; it evokes the angst many investors feel when they try to navigate nerve-wracking markets on their own. Bear with it though, because you have much to gain from the video’s message: By showing investors how to Take the Long View® with their investments, our aim is to help people tune out the pointless pain, look past the daily fray, and get on with investing toward their lifetime goals.

Check out the video for yourself. Or, if you prefer to read rather than watch, here’s an article Dimensional produced along the same theme. Last but not least, if you could use some rational advice to cut through the clamor, we’re here to listen.

When Rick Hill and I founded Hill Investment Group in 2005, we knew we wanted to do something very different from anything you’d find in the traditional financial services landscape. As we set about converting our ideals into reality, we referred to our culture as an island of idealism, rising above the status quo.

Knowing little about branding, we surveyed several St. Louis influencers to help us find a firm to create our logo and tagline. Rick also had one request: He was hoping the firm could include his name.

In the winter of 2005, we selected TOKY Branding + Design to help us with this challenge; we are still their clients to this day.

In hindsight, the rest may seem like a no-brainer. Because they all work so well together, it’s easy to assume that our firm name Hill Investment Group; our hill-shaped logo, our Take the Long View® tagline; and the professional, polished line drawings that now characterize our graphic presentations came together practically overnight.

You’d be mistaken. And we’d be doing a disservice to the visionary souls who have put in countless hours and creative capital helping us shape and refine our now “obvious” brand.

Usually these marketing types labor on unsung behind the scenes, so we thought you might enjoy meeting one of the incredibly talented teams behind our branding: TOKY Branding + Design.

We love how Eric Thoelke and his TOKY team took Rick’s name and helped us connect it with our greater ideals, guiding us on how to meld our identity with our desire to coach people on how to take a higher perspective with their wealth. In his own words, here are Eric’s thoughts about our collaboration (and, yes, Eric’s last name is pronounced the same as his firm’s simpler spelling of the same: toe-kee):

“Back in 2005, I got to spend a couple of leisurely lunches with Rick and Matt, talking about their nascent business, and how their investment philosophy and deeply personal service would set them apart. It was immediately obvious these were true differences, not just distinctions in style. Our goal was finding a way to articulate those differences by integrating the firm’s name, logo and positioning.

The best brands encircle a target audience with messages that are meaningful and distinctive. It’s like pointing all the engines on a rocket in the same direction; alignment creates the greatest thrust. In working with Hill Investment Group, I never get tired of the rush that fires up all their branding engines and targets them in the same direction.”