Branded For Success
The Challenge
In August of 2008 John and Terry Lady, a father and son team serving as financial advisors in two different nation-wide companies, decided to create their own independent advisory services firm. The transition for John was set to occur in less than 90 days. Within that short time frame the Ladys had to name their new firm, codify their core values, mission and brand promise, and create all the visual aspects of communicating that brand (logo, business cards, letterhead, a brochure, and a web site). They had two primary goals: 1) not to loose any clients from John’s existing book of business he had gained over many years of advising and 2) to have a fresh brand that communicated and distinguished the partners as a new company.
"We were thrilled to work with a creative company who values professionalism, reliability, and service. YCP delivered what they promised!”
- Holly Gilbert More Testimonials
The Solution
The Ladys enlisted two companies to help them establish their brand strategy and identity: Thought To Action Strategies and Your Creative People (YCP). Thought To Action Strategies is a strategic marketing and public relations firm located in Southern California that specializes in helping financial advisors. YCP, located in Greenville, South Carolina, was hired to take Thought To Action’s marketing content and communicate it with a unified and distinctive brand. The team at YCP worked closely with Laura Rosenbaum at Thought To Action to understand the Lady’s mission and brand distinctives and create an identity system that perfectly communicated those values.
Providence Wealth Advisors was born in September 2008. Providence is a financial services advisory firm, providing financial planning services to individual and business clients. They specialize in delivering planning, investment, and insurance portfolios to affluent and accredited investors by focusing on offering investments in real estate and oil and gas.
In less than 90 days, and with the Ladys split between the east and west coasts, YCP worked closely with both John and Terry to create a fresh, compelling brand identity and supporting communications. Because John was in transition, letters announcing the establishment of the new firm were sent out to all of John’s existing clients, calling them to be a part of the new firm. The campaign was a great success and not a single client was lost in the transition. This successful outcome was largely a result of the strong trust relationship John has with each of his clients and the clear communication of the new brand’s mission and core values.
