Stephen Rhodes came to me to help create a new brand identity that would resonate with his clients who we’re young successful ceo’s and athletes that needed good financial planning and an advisor they could trust.
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When the founder of Strategic Partners Stephen Rhodes came to us to rebrand his existing wealth management firm we were excited. Stephen works with young successful athletes and CEO’s on making the most out of their finances. The existing branding for Strategic Partners was by no means bad but it didn’t have the personality and cool factor to help set them apart from the competition.
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Create a new brand identity name, tagline and rebrand all of the corporate stationery, website and marketing collateral. The new name had to be memorable, protectable and easy to say and spell. The new name also had to have meaning and help differentiate itself from the competition. After doing a lot of brainstorming, concepting and vetting potential names through the USPOT.gov website for trademark availability we landed on Signify Wealth. The idea behind the name is once you have money and are financially stable what does that mean, how do you make your wealth matter and mean something. Signify helps their clients focus on what matters and free’s them to flourish doing what it is they were designed to do.
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+Branding & Naming // Identity + Branding +Web Development + Corporate Stationary / Print + Strategy
Project Breif
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+Rebranding (Name, Logo, Color Scheme, Tagline)
+Collateral Materials - (Biz Card, Letterhead, Envelopes)
+Marketing Materials - (Brochure - Presentation Folders)
+Social Media & Web Presence
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Millennials - 20-40 - predominantly male
Primarily SP focuses on young affluent athletes and tech founders. These guys have worked extremely hard to get to the position they are in and want to make sure that they don’t lose the money that they earned. The three core target demographics are:
+Athletes
+Tech Start Ups
+Retirees
The younger affluent athletes and tech founders want things simple and streamlined whereas the retiree’s are a bit more old fashioned and look for a different message than just keeping their finances simple.
Primarily right now he has been working with MLB, NFL & NBA athletes but the model he has will work for any athlete or affluent individual
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The brand must represent & convey
+Trust
+Integrity
+Wisdom
+Experience
+Cool
+Competent
+Family (We’re a family)
Here’s how the recruiting process goes. These guys are bombarded with people trying to sell them services several times a day. Currently SP goes after the parents of the young athletes and tries to gain their attention first. Usually with a phone call, followed up by mailing a packet of information along with the book and then ultimately ending up with a meeting. The players that usually end up going with SP tend to do so based off the fact that they trust in SP, and feel that they have their best interests in mind more than any other firm. Stephen accomplishes that by treating them like they are part of a family and educating them along the way and conveying that he cares more about their success.
If all goes well the athlete opens an account and the advisement begins. Some of the things besides investing help (Charles Schwab is the investment arm) that SP helps their clients with is simplifying their finances and advising them on making smart decisions.
How to set up a prenuptial agreement
paying bills / writing checks
how to give $ to a family member
how to set up a non-profit
how to set up an LLC
analyzing investment opportunities
handling their taxes through a CPA / tax strategy
setting up an estate
getting cars, buying homes
Charitable contributions
even something as simple as opening a checking account and learning how to balance a checkbook
really whatever the need is they offer the best advice possible and sometimes end up saying the things that the enablers (yes men) around these athletes won’t say. Being a good big brother
Long Term Vision
build a password protected video library to house informational videos on certain topics
build an iphone app that integrates blue leaf data / video library, etc into a single point of contact for clients
Build an Off-Season wealth workshop that would bring together all of the clients for an event for networking and to really drive home the family element of the practice
Obstacles:
everything we do has to run through a compliance department
Have the name, logo & identity created and compliance approved by Jan 1, 2016
Next Steps:
create the brand name matrix spreadsheet and start concepting brand name / colors / icons
