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The transition from a bank environment to the independent space needs to be navigated carefully. For a Montreal team with decades in the business and numerous long-standing client relationships, it was important to get it right.
Breaking away meant they would have more freedom, which included the freedom to define their brand, but it could also be perceived by clients as an abrupt change. That’s why we aimed to imbue their brand identity with the right combination of continuity and opportunity. We wanted to project stability while communicating the advantages of the move.
This began with an original name and logo with aspirational overtones, and clear messaging reinforcing the team’s experience and proven methodology. To help our clients capitalize on the brand opportunities that the independent space affords, we also used our Video Creative Program to highlight the central benefits of the transition in the context of the client relationship. This meant that newcomers to their website could quickly grasp the value of their move to independence.
We then developed French and English versions of both digital and print collateral so as to equip the Ascension Wealth Management team with a functional suite of tools. This included a unique digital service overview that delves into the multitude of services they offer to help clients accumulate, preserve, convert and transfer wealth. This tool will be instrumental in upcoming meetings to ensure clients know the resources and capabilities of their advisors have not been diminished as a result of breaking away from the bank.
Altogether, the brand package we delivered will provide Ascension Wealth Management the online and physical materials needed to both strengthen connections with existing clients and generate interest with new opportunities.
You can explore the Ascension Wealth Management brand at ascensionfinance.ca.