A GOOD PROBLEM TO HAVE

The Money Guardian was founded by Melanie Eastwood in 2017. It started out as a specialist micro entity focusing on mortgages. Its customer base grew rapidly and the business took on more employees. At that point, the team had a decision to make. Remain a small entity with a narrow focus. Or continue to grow by broadening its portfolio of services.

The team decided on growth.

HOW WE HELPED

The team had a clear vision and goals. However, the company’s existing brand had limited scope for growth. There was no brand strategy aligned to business goals. There was no customer messaging. And the value proposition wasn’t clear. The Money Guardian needed a new brand.

We started by hosting a series of workshops to uncover the new brand DNA – what the business stood for and what it could do for its customers. From these sessions, we were able to develop a brand more in keeping with the aspirations of the business:

  • Brand strategy (incl. regulatory requirements, competitor analysis, target customer groups and purchase behaviours)
  • Brand messaging (incl. a new value proposition, mission statement and key messages by segment and service)
  • Brand identity (incl. logos, colour palette and tone of voice guidelines)
  • Brand assets (incl. copywriting and image selection for the new website)
  • Brand content strategy (incl. 18-month plan for blogs, social media and thought leadership articles)

THE IMPACT

Our work for The Money Guardian had to fulfil two clear objectives. The first was to position the brand ahead of other financial advisors in a very crowded and competitive market. The second was to build on the initial success and enable The Money Guardian to gain on-going traction in the market through brand recognition.

We identified that The Money Guardian’s target market were people who weren’t just interested in growing their personal wealth. But also accomplishing life goals. So we built a new brand around a single-minded proposition, “Financial advice that’s all about you.”

We have taken The Money Guardian beyond traditional financial advisors or transactional services. The new brand is establishing an emotional connection with customers, which is generating trust and loyalty. And this is already helping The Money Guardian build longer-term client relationships to maintain its growth trajectory and add value to the business.

FINANCIAL ADVICE THAT’S ALL ABOUT YOU

FINANCIAL ADVICE THAT’S ALL ABOUT YOU