I’ve been a creative partner in all kinds of finance environments, from investment bankers, to angel investors. They are all a little bit different, with their own set of buzzwords and government restrictions. Among competitive products, however, the differences are often very subtle. This means that it’s absolutely essential not just to craft a compelling and ownable brand story, but to use that unique message as your communications framework.
You also need to keep in mind that most people see and hear white noise when you start talking about financial products. Unless your audience is extremely savvy, keep your messages simple and the key differentiators crystal clear.
Summit Financial Strategies is one example of this kind of thinking.
This is Summit’s original website.
I wrote their website and ads in partnership with treetree agency, which had defined Summit’s unique brand story and now needed someone to put it into words.
My job was to gather the thoughts of Summit’s passionate team, link them with treetree’s brand strategy document and create a single, powerful voice.
I have to admit I did have a significant advantage with this content: Summit Financial Strategies really does have a different way of doing business. Unlike other financial planners, they do not sell products. This frees them to make honest recommendations. In addition, they’re nimble. They figure it’s your money, so if you want to use it to take a trip to Tahiti instead of a home in the Hamptons, they’ll help you get there.
This is Summit’s new home page.
What do you think of the difference? Quite a change, huh? I’d love to hear your thoughts.
embark