MacIntyre Financial

Distinctive branding in crowded financial advisor market; customer-focused materials deliver time savings and client satisfaction.

MacIntyre Financial offers financial planning and investment advice in the Belleville area. For over ten years, owner Shelley MacIntyre operated her company as an advisor with a major financial services provider. Shelley helped her clients achieve their financial goals and dreams by developing a well-managed portfolio of insurance, investment, and banking products.

A key component of Shelley's success is strong client relationships based on trust and a team approach to service. Clients feel a deep personal connection to Shelley, not only as an advisor but as a friend.

When she approached Build Marketing, Shelley's business was at a mature state in its capacity to service existing clients. Shelley wanted to grow her business with additional advisors and support staff. To do this, Shelley chose to rebrand her business independently which would allow her to expand product offerings while developing increased recognition in a crowded marketplace.

While she was not cutting ties completely from the financial services provider, the rebranding required more separation as a standalone company. This meant that the new brand, MacIntyre Financial, needed a new visual identity and marketing materials as well as its own easy-to-use online communications and marketing tools to:

• serve existing clients,
• help attract and qualify new clients,
• improve communications to inform and educate clients, and
• potentially reduce time spent on routine inquiries about the basics of investing.

The entire rebranding had to be completed within the compliance requirements of a strictly regulated industry.

To help Shelley accomplish her goals, Build Marketing conducted an in-depth review of MacIntyre Financial’s business, clients and industry to make recommendations on branding and marketing strategy.

We developed a new logo, brand colour palette and usage guide along with a marketing and communications plan. The suggested tagline “Client Focused. Team Driven.” reflect the values that MacIntyre Financial practices.

In keeping with Shelley’s own principles for doing business, we recommended that the website focus on client needs and how MacIntyre works with clients to address their needs. Our discovery process revealed that MacIntyre served a number of identifiable Target Markets. These distinct client groups each have different (although sometimes overlapping) financial needs that could be best served by a mix of financial products.

The website structure was designed so that individual financial product descriptions exist on a database and can be grouped according to their type (insurance, investment, etc.) as well as the stage of life to which they most relate.

The easy-to-use blog section ensures that the MacIntyre team can update the website with relevant content. An email signup form captures basic client info making it possible to qualify clients prior from an early contact point.

Throughout the entire design process Build Marketing worked with the financial advisor's compliance team to provide designs and content for approvals and revisions prior to development and launch.

The visual rebrand inspired an update to MacIntyre Financial’s office including a custom-made sign that includes the new logo and a colour scheme that carries the new look throughout the entire physical space.

A subsequent project has been the development of branded collateral materials to streamline the process for working with clients to identify financial goals and set objectives. This has helped strengthen client relationships while reinforcing the new company brand.