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.