Constructing a profitable model is not any small feat. While you have a look at iconic manufacturers which have captured hearts, minds, and shopper loyalty over time, what you don’t see is the lengthy record of inventive and strategic choices that went into telling their compelling model tales. The perfect manufacturers on the market make it look straightforward—however any advertising and marketing specialist will let you know that model improvement is a high quality artwork that requires a deep dive into who you might be, what you provide, and why you’re completely different.
This train will be powerful for entrepreneurial corporations to drag off with out help. Whereas they know their enterprise inside and outside, bringing this data to life in knowledgeable, scalable model takes cautious planning and execution.
Right here, we discover how two affiliated corporations introduced their one-of-a-kind model tales to life in partnership with Commonwealth’s Advisor Advertising group.
Soar Wealth Methods Embraces Independence—and a New Model
Earlier than they have been Soar Wealth Methods, they have been Brent Connelly and Jon Schuetz, CFP®, AAMS®—newly unbiased and filled with concepts for rising their enterprise. Coming from a captive surroundings, Connelly and Schuetz had huge goals of tailoring their enterprise to mirror their area of interest experience, shopper dedication, and Midwestern sensibilities.
“It was slightly bit distinctive, coming from a unique dealer/supplier with a nationwide model, however Jon and I knew from the start that with the intention to stand out within the unbiased house, we needed to be sure that there was one thing completely different about our model,” defined Connelly.
A guiding imaginative and prescient. Connelly and Schuetz started brainstorming how one can inform their model story. Placing their heads collectively, they discovered on the spot alignment in branding parts that emphasised positivity, risk, and patriotism. “We got here up with this imaginative and prescient of an eagle,” Connelly stated, “after which we thought, ‘What’s a reputation we are able to use round an eagle?’”
“We searched on-line and located this quote that 1729777295 hangs in our outer workplace,” Schuetz continued, reciting it by coronary heart. “All birds discover shelter throughout rain. However eagle avoids rain by flying above the clouds. Issues are frequent, however angle makes the distinction.”
It was their aha second. The picture of an eagle hovering above all of it and fixing issues immediately resonated with Connelly and Schuetz—they considered their enterprise as a spot shoppers can flip to for steerage and a peaceful, strategic perspective.
Refining the imaginative and prescient with inventive enter. By the point Connelly and Schuetz linked with Commonwealth’s Advisor Advertising group, that they had a robust sense of the place they needed to move with their new model. However they wanted assist refining their imaginative and prescient and bringing it to life. “It was enjoyable to brainstorm collectively, however we clearly knew that this wasn’t our space of experience,” Connelly defined.
“We threw numerous concepts at them,” he continued, describing their first assembly with Advisor Advertising. “However they by no means shot us down. They by no means stated, ‘No, that’s not excellent.’ They have been excellent at letting us discover what was in our minds, after which they took that and actually helped us slender our focus.”
“What we settled on is ideal,” stated Schuetz, referring to their smooth, refined emblem design. “They actually took into consideration the form of the eagle, the colour of the eagle,” stated Connelly. The brand new emblem units the proper tone for Schuetz and Connelly’s private type and in addition appeals to a broad viewers.
A agency—and versatile—basis. Selecting a model expression that may be amenable to future modifications was key for Schuetz, Connelly, and the Advisor Advertising group. “There’s all the time a view in the direction of what will be subsequent as we construct this model,” stated Schuetz. One model touchpoint Soar is particularly enthusiastic about is their new podcast, Monetary Flight Academy, a platform for tales about individuals who have overcome adversity or taken a leap of religion.
For 2 advisors who’ve navigated a profitable transition into the unbiased house, plainly Schuetz and Connelly know a factor or two about leaps of religion—and how one can information and encourage shoppers to take strategic leaps of their very own, too.
Factor Monetary Group Grows Up—and Launches a Daring New Model
In contrast to Soar Wealth Methods, Factor Monetary Group had a longstanding model—one they preferred fairly a bit. It was a model that cofounders Alex Levi, AIF®, and JoanAnn Natola, AIF®, curated in 2006 when Factor was nonetheless in its infancy. “We did it ourselves, so it was our child,” Levi defined.
Rather a lot has modified since then. “We’ve constructed a really robust enterprise,” Levi stated. “We grew up, and our agency grew up and matured . . . and we needed our web site to mirror that,” Natola continued.
A modest objective for a longtime model. The itch to evolve the model began off small, with “refresh” being the phrase Levi and Natola used to explain their objective. They needed to vary the photographs and tweak the language, however the goal was to brush issues up whereas preserving the model bones in place. After they linked with Advisor Advertising, their expectations have been categorically modest.
“We had a beautiful dialog with the entire [Advisor Marketing] group,” Levi stated. “They did a extremely nice obtain of who we’re and what our enterprise is. Once more, the entire time, we’re pondering ‘Refresh, refresh.’”
Activating the model’s full potential. However when Levi and Natola regrouped with the group for his or her first mission checkpoint, they acquired greater than swapped-out imagery and light-weight copyedits to overview. After such an in depth kickoff assembly, the Advisor Advertising group acknowledged the distinctiveness of Factor’s type—a fragile stability of experience, empathy, professionalism, and personability—and noticed {that a} refresh would promote them quick.
Introduced with a recent new emblem, vibrant colour palette, and a heat, inviting voice, Levi and Natola have been surprised to see the center and soul of their enterprise mirrored again to them in a brand new model. Straight away, their refresh-only mindset was out the window. The Factor model was filled with potential, and so they have been going to grab it.
“The primary reveal was stunning to JoanAnn and I. In that on the spot, we realized it was extra reflective of who we had turn into,” Levi recalled. “Welcoming, open, direct, contemporary—we needed that reflection of who we’re that additionally mirrored the enterprise now we have.”
The model’s new look was edgy but approachable. It expressed what Levi and Natola had lengthy felt about their roles in a male-dominated trade that may generally be creatively one-dimensional. They have been doing issues in another way in each their enterprise and their model, bringing a intentionally private contact to their work. Over years of apply, there was no query that cash is an emotional topic for many individuals. And that’s okay.
“You come to an advisor to speak about essentially the most private issues in your life . . . for us, you possibly can’t tiptoe round these conversations. Let’s get private, dive proper in,” Levi stated, referring to core model language that developed by collaborative conversations with Advisor Advertising.
Placing the model into motion—and into the world. Like Soar, Factor began constructing a complete ecosystem of branded touchpoints as soon as their model was in place. “Wealth advisory agreements and new shopper onboarding kits have been instantly branded. We name it ‘Elementized,’” stated Natola. “The whole lot from the signatures on our electronic mail, each instructional deck that we create for retirement providers shoppers—100% Elementized. Any bill, any motion gadgets, any communication that goes out . . . all the time has our Factor Monetary Group emblem, and it’s typically speckled with another element of our model.”
Levi and Natola are proud stewards of their new model and are excited by the constructive suggestions from shoppers, prospects, and recruits. The “let’s get private” tackle advising feels good as a result of it’s a model slogan that comes from an authentically Factor strategy.
Serving to Advisors Inform Their Model Tales
As these two advisor corporations will attest, investing in your model to make sure that it represents who you might be, whom you serve, and the way you serve them could be a rewarding expertise with priceless outcomes. In case you’re able to go down a brand-building path, don’t go it alone. Identical to your shoppers flip to you for monetary planning experience, you could profit from partaking the providers of a model improvement specialist.
At Commonwealth, our Advisor Advertising professionals accomplice with new and present advisor corporations to not solely do the hands-on work of crafting logos, sprucing messaging, and constructing web sites but in addition mentor each advisor on being a strategic model steward that evokes confidence in present and potential shoppers.
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