Financial Spectrum

The challenge

Financial Spectrum is an independently owned, fee for service financial planning practice. The principals came to BrandMatters wanting to cut through in a highly competitive market. They needed to define the brand and create a compelling brand story for clients and prospective clients. They also needed a marketing plan and clear go-to-market strategy addressing their different groups of retail clients and referral partners.

The process

Desk research and depth interviews with senior stakeholders, retail clients and referral partners provided the insights to craft the brand positioning for Financial Spectrum. Our findings also led to a customer value proposition and the brand story and key messaging for Financial Spectrum.

We translated the agreed brand positioning into a refreshed logo and brand identity and documented it in a set of brand guidelines. We then produced corporate stationery, templates, a website design, copywriting and marketing collateral to bring the refreshed Financial Spectrum brand to life and launch it to the market.

A series of marketing planning and customer experience workshops was run to identify all the touchpoints Financial Spectrum clients experience before, during and after their engagement with the organisation. The workshop outputs were used to develop a go to market strategy, marketing plan and referral strategy.

The outcome

The Financial Spectrum brand has been refreshed and relaunched.

Internal audiences are aligned, and Financial Spectrum has a clear brand direction, marketing plan and go-to-market strategy.

With BrandMatters’ guidance, the company has matured as a marketing organisation – marketing operations are measurable, accountable and highly effective.

When we contacted BrandMatters, Financial Spectrum was doing well and had enormous potential, but we didn’t have deep internal brand or marketing skills. We knew that in order to stand out to prospective clients and set ourselves up for maximum growth, we needed help in developing a compelling brand story. BrandMatters helped us to identify and harness the strengths that lay inside our brand, and developed powerful brand, marketing and referral strategies for us. We’re also really happy with our new visual identity.

Director, Financial Spectrum

BrandMatters services used:

Consult

  • Desk research
  • Brand insights & recommendations
  • Stakeholder depth interviews

Create

  • Brand positioning & strategy
  • Brand story, tone of voice & key messaging
  • Customer value proposition (CVP)
  • Brand logo & identity

Express

  • Graphic design
  • Production
  • Brand guidelines
  • Marketing & communication - strategy, planning, copywriting, campaigns

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