Objectives:

• Modernize and simplify the existing logo while retaining brand recognition.
• Develop a new visual identity, including brand colors, updated photography, and a fresh collateral system.
• Enhance brand visibility and appeal to new clients.
• Ensure the new brand reflects the firm’s commitment to professional, personalized financial services.

Strategy:

1. Strategic Research and Customer Testing:

• Conducted research and testing to determine client perceptions and preferences regarding the existing brand.
• Gathered insights to inform decisions on the modernization of the logo and overall brand identity.

2. Logo Modernization and Visual Identity:

• Simplified and modernized the existing logo to create a contemporary look while maintaining brand recognition.
• Introduced new brand colors to refresh and unify the visual identity.
• Developed updated photography that reflects the firm’s values and professional services.

3. Collateral System Development:

• Created a custom folder system to fit brochures, sell sheets, bios, and financial process charts.
• Designed marketing materials that communicate the firm’s expertise and personalized approach.

4. Brand Rollout and Marketing Campaign:

• Rolled out the new brand to existing clients, ensuring they were informed and engaged with the changes.
• Launched a targeted campaign to invite new clients to join Granite Financial Partners, highlighting the updated brand and expanded services.

Execution:

Laura Sauter led the rebranding project, leveraging her expertise in branding and marketing. The team focused on creating a modern and cohesive brand identity that would resonate with both existing and potential clients. The comprehensive approach included strategic research, logo design, photography, and marketing collateral.

Results:

• Enhanced Brand Recognition: The modernized logo and refreshed visual identity increased brand recognition and appeal.
• Client Engagement: The brand rollout and marketing campaign successfully engaged existing clients and attracted new ones.
• Professional Image: The updated photography and collateral system enhanced the firm’s professional image and communication.

The rebranding of Granite Financial Partners successfully transformed the firm’s identity, aligning it with its commitment to personalized financial services. By leveraging strategic research, creative design, and targeted marketing, Agency BEL helped Granite Financial Partners establish a modern and cohesive brand that resonates with clients and positions the firm for future growth.

Insights on Branding for Family Businesses:

Branding can be an emotional journey, especially for family-run businesses undergoing transitions. Effective rebranding requires careful mediation, active listening, and a deep understanding of the firm’s vision and goals. Laura Sauter’s approach enabled the new leadership to embrace the transition, ensuring a successful rebrand that set the stage for continued success.

For more information on how to brand your family owned business, let’s chat.