Following 15 successful years in market and with clear future potential, FIIG was about to embark on a strong growth push.
However, fixed income is a complex, frequently misunderstood asset class with low awareness, and the FIIG brand had limited recognition and understanding. In addition, the team found it difficult to clearly and consistently articulate what it was that FIIG stood for and what benefits it could bring to its clients.
To commence this process, BrandMatters undertook a rigorous research program including stakeholder depth interviews and qualitative and quantitative research with FIIG clients and prospects. We also reviewed relevant market data and distilled this into key insights that provided a foundation for brand development.
Brand positioning was used to inform a series of customer value propositions (CVPs) linked to its vision, mission, values, strategy and people that would enable FIIG to make the most of its potential and deliver on its ambitious growth plans.
The new FIIG brand was successfully firstly launched internally to employees to create understanding and excitement around the new brand, and then externally with the new logo, tagline and visual identity, clear, consistent messaging, an advertising campaign and more.
The combination of the clear brand positioning, the aligned brand messaging and the accurate and consistent ongoing application of the logo and look and feel has contributed significantly to helping FIIG increase client and prospect brand awareness and understanding.
Ultimately, the result is an organisation with a clearly differentiated offer, within a clear brand strategy. Internally, the brand has been well received and with renewed pride. Externally, new and old clients alike have commented on an organisation they see as having a renewed and ambitious stance, and which is mobilised, clear, match-fit and ready for further growth.