TRUFID INVESTMENT ADVISORS PVT. LTD II To Build A Strong Brand Out Of The Business In Order To Create A Collective Cohesive Force To Take The Business To The Next Level.
Wealth Management & Financial Advisory
Business-to-Brand Strategy I Research & Insights I Brand Identity Creation I Website Development
HNI & UHNI B2C
Case Study in Brief:
– Category: Investment Advisory
– Years of Operation: 6 Years
Problem:
- Though the company was 5 years into operation, the hard truth was: individual founders >>> the brand. Clients know the particular person, rather than the company.
- This is a Knowledge Business with high barriers & high competition.
- The state of the business – small in size, high in ambition.
- It’s a David v/s Goliath scenario. The competitions are far bigger, much more established and with a lot more equity in the market.
- A typical Catch22 situation – the business needs to grow to be successful and the business needs to be successful to grow.
- In a market where reputation is everything, how can the business match the equity of the category giants? How can the brand make its boutique-ness (in terms of size) its advantage?
Strategy:
- There is room in the industry for a differentiated, new-age mindset player if the brand can take on the conventions of the category & liberates it from inefficiencies, and thereby bringing in a different way of doing things.
- A brand for the new-age wealthy who are tired of the way this category operates, and seek a new approach to wealth management.
- Turning headwinds into tailwinds – “When you brand yourself properly, the competition becomes irrelevant.” ~Dan Schawbel.
- Through relevant case studies from the Knowledge-based industry, it was inculcated at the company culture level that brand-building helps to convert this individual equity into collective equity.
- Creating new vocabulary to establish thought-leadership – you’ve heard of “FINSERV” and
“FINTECH” before, but what about “FINFLEX”. TRUFID – the brand that understands, nurtures & believes in “FINFLEX” – FINANCIAL FLEXIBILITY – liberating the category from inefficiencies, and - bringing in a different way of doing things, thereby unshackling you from the worries & hurries of your wealth management.
Solution:
- Sam & Andy conducted extensive in-house research with Ambrosian’s existing clientele to figure out the truths, facts & narrative around the business & the two founders.
- The research led to crafting of the Ethos & Force behind the brand Trufid – LARGE ENOUGH TO DELIVER & SMALL ENOUGH TO CARE.
- Sam & Andy created a culture of balance in the internal belief & behaviour of the company – “WE BRING THE MIND AND THE HEART AT THE SAME RHYTHM: THE BRILLIANT EXPERTISE AND THE EMOTIONAL, INDIVIDUALISED CARE.”
- Sam & Andy arrived at the brand positioning – THE RESPONSIBILITY OF TRUST.
- This brand positioning helped to convert a category hygiene into an ‘OWNABLE’ value.
- This powerful positioning led to the crafting of a New Brand Tagline “TRUST ABOVE ALL. TRUSTED ABOVE ALL.”
- The brand identity was extensively designed.
- The new brand colour palette was crafted to signify the agility towards a new growth trajectory.
- The Brand Archetype was identified so that it helped to cascade down into the company culture.
- The new Brand Website was designed, developed, and launched.
Client Level: Domestic