They say it’s important to practice what you preach, so entering our fourth year in business, it was time for Viabrand to refresh our own branding [...]
Burke Advisory Chartered Accountants is a boutique financial services business. When they spoke with Viabrand, their goals were to strategically prepare their brand for business expansion and a website update. They also wanted to devise marketing for a specialised CFO service offering.
The aim was to connect with customers on an emotional and professional level. Viabrand was tasked with aligning the brand with values of strong ethics and reliability. It was also vital to highlight the level of experience, knowledge and support the Burke Advisory team offers their clientele. They don’t just care about their financial wellbeing, but also their personal satisfaction.
The existing corporate brand was influential to the framework and guided the structure of the sub-brands. The process involved simplifying and modernising the existing logo typeface and colour scheme. The solution kept Burke Advisory’s branding consistent while communicating their suite of specialist services in a uniform way.
Sub-brands incorporate U&ME in the naming, demonstrating the close, caring and personal relationship Burke Advisory share with their clients. ‘U&ME’ says ‘customer first’, ‘we will succeed together’, ‘we are a great team’ to their current and potential clients.
Burke Advisory customers benefit from a wealth of knowledge, experience, information and understanding. The brand promise of ‘A Wealth of Knowledge’ was developed for the overarching brand, with sub-brand promises tying into that theme (U&ME CFO, A Wealth of Experience; U&ME Compliance, A Wealth of Information; U&ME Accounting, A Wealth of Understanding).
Producing this brand refresh and sub-brands involved: creating an overarching brand promise; three service offering sub brand names, logos and promises; and consistent, memorable visual messaging for the suite of services including visual icons to represent each business unit. Viabrand also developed campaign messaging strategies and tag lines, a style guide for typography, colours, keywords and photographic mood board. Completing the marketing suite is a service offering elevator pitch and marketing concepts including letterhead, sales flyer, service process map, and email signature.