Building a multi-line brand architecture for a purpose-driven financial firm

In the competitive world of financial services, standing out is essential. A purpose-driven financial services firm recognized this and sought to develop a compelling, ownable brand positioning that would resonate with investors, founders, entrepreneurs, and owners. They needed to ensure that their brand would not only align with their values but also stand out in a competitive landscape.

Magid stepped in to develop a master brand and corresponding sub-brand systems that were based on a deep understanding of customer needs and values. The project began with a comprehensive review of both existing and new consumer research, which allowed Magid to surface the most salient investor issues. By scanning the market for key themes across competitors, Magid ensured that the firm’s brand positioning was not only compelling but also differentiated.

The project’s approach involved creating a series of filters and guidelines on messaging, values, and features that needed to be accounted for. This work translated into a brand architecture that defined the master brand proposition and the roles of the supporting brands. Magid worked closely with key stakeholders across the firm to ensure that the branding proposition could be executed into operational strategies.

The results of this collaboration were a well-defined and differentiated brand architecture, complete with a positioning toolkit that included a value system for internal teams to execute against. Each stage of the project had a corresponding set of deliverables that outlined the findings and final recommendations, providing the firm with the tools they needed to stand out and succeed in the competitive financial landscape.