360 Financial Advantage was providing accounting and financial services in Coffs Harbour, Macksville and Port Macquarie. The business’ leadership team identified a few issues with the 360 Financial Advantage branding. In particular, people’s perceptions of the brand did not align well with how the business wanted to be perceived. Their aim was to rebrand to eliminate confusion around the brand name and the logo, which they felt didn’t convey a clear meaning.
The Viabrand team conducted a brand discovery workshop with the key decision-makers. We found the business is people focused, with a caring and understanding approach to customers. The team is passionate about solving problems to support clients’ financial success. They proudly support the community by employing locals and contributing substantially to charities and causes that matter to local residents. So, the strategy was to rename the brand and align the business with values of caring, empathy, reliability, honesty, approachability, community mindedness, flexibility and professionalism.
Post-discovery the strategic team researched the state of the industry, competitors, and target markets. We developed a communications strategy including defining the brand personality, brand promise, technical descriptors and campaign messaging. We also shortlisted possible names for the new brand. These names were vetted for availability and strategic benefit. Once the strongest options were chosen, the design team set to work on the image.
Viabrand’s designers developed colours, typefaces and logo elements that aligned with the strategy and the insights gained in discovery. A photographic mood board was created to show the new brand’s image styles. A series of iconography was also developed to support the brand’s service offerings. The team developed concepts for business cards, letterhead, with compliments slips, presentation folders and email signature. We also developed concepts for building signage that really stands out and is memorable. Finally, we showed how an updated website home page could look when applying the design and messaging elements.
While the initial designs were well received, the clients wanted to see further name options for the brand after the initial pitch. The clients gave some more direction and information at this stage to guide the process. Viabrand developed other name options to suit the feedback given during the pitch. We worked with the client to find the name they felt perfectly suited their new direction.
The business is now moving forward as Unite Advisory, with the brand promise of Grow with Certainty. They have an attractive new colour scheme and logo that supports the brand personality, conveying unity and support for their clients. In changing the brand name and logo, the business has a chance to enjoy a fresh start and consistently communicated brand in the future. It’s this personality that will attract and retain the business’ ideal clients – ones that will become loyal brand advocates.