SignatureFD

Standing Out in a Sea of Sameness

Challenges

As a midsized financial planning organization, SignatureFD works with high net worth individuals building asset management strategies to help meet their evolving needs.

• SignatureFD lacks a clear differentiating brand position in a highly competitive industry where multi-billion dollar competitors are constantly looking to take business.
• The desire to find a unique, differentiating and ownable brand position is difficult in an industry where the perceived category imperatives have become costs of entry (trust & security)and have overshadowed all else, creating an industry of relative sameness
• An additional hurdle includes a lack of internal alignment or brand stewardship creating an environment where decision making is slow and second guessing leads to constantly shifting direction.
• Historically, SignatureFD had not invested in marketing resources to build and sustain insight driven and client/market focused marketing campaigns

Approach

• Led an introductory kick-off meeting with the key leaders and stakeholders to define the project scope and align on objectives
• Conducted quantitative marketing research to understand market perception of the category, the SignatureFD  brand as well as critical drives of preference in the market
• Created a Story & Strategy  Playbook focused on new client acquisition as well as expanding services utilized by existing clients
• Developed a comprehensive creative campaign to bring consistency and clarity to all branded material