Ascentric is a financial adviser-facing wrap platform that was fully acquired by the Royal London Group.
However, its ‘technology’ positioning was considered tired with competitors closing in on their distinctive messaging. They needed our support to refresh the brand and find a confident position.
WHAT WE DID
+5.6% market share from 2.4% to 8% at end of 2017.
+29% NPS from -13% to +16% at end 2017.
+13% leadership team approval rating from 60% to 73% at end 2017.
Reposition and refresh
Ascentric’s plateauing performance was impacting organisational motivation and adviser confidence in the platform. They needed a brand refresh to improve business performance, engage their audience and drive employee engagement.
We started by bringing together the new senior team to review the competition, the market and identify their differentiator. It became evident that they were the platform of ‘choice’, offering greater breadth than competitors. Consequently, we developed a brand proposition that centred around their range and ability to adapt to the needs of their customers.
We then met with key employees and advisers to develop and test key messaging to ensure it was attractive to advisers and could help the business increase their market share.
Embed and launch
We simplified the brand, making the brandmark more legible, paring back the colour palette so it would complement the Royal London Group purple where necessary. Photography of staff and environments was used to emphasise the range of services available.
After completing the Create phase of work, we were able to use the key messaging and brand toolkit to activate the brand internally using HR processes, training sessions, posters, articles and kitchen takeovers. Once the internal engagement campaign was underway and staff were fully informed of the new ‘Platform of choice’ positioning, we were able to launch a digital campaign to advisers.
The key to Ascentric’s success was being willing to put their stake in the ground and say this is what we are. They wanted to be the platform of choice, so we built their entire identity around choice. They trusted us, and it worked.
Co-Founder & Executive Creative Director, FutureKings
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