A Rebranding Journey…

Many years ago when I formed my first company with my long term senior partner, Wealth Planning Partners (WPP) was born.  It was an easy birth.  A friend did a ‘love job’ logo which cost us nil and it was business as usual – with a new name…

Well, that no longer works for where WPP is today, and we’re taking an incredibly different journey this time. It’s almost time for my senior partner to exit the business (in his 70’s! – great effort!) and re-brand for the new talent (all in their 40’s and younger…)

I’ve engaged a marketing consultant,  the lovely Aranka Nolan of Einstein Marketing, who is interviewing my support team,  advisers, and potential talent who’d like to join; she’s chatting with a cross-selection of clients, referral partners and long term business associates.  She’s going to get to the bottom of who Wealth Planning Partners is, uncover the value our clients perceive that we give them, how others see us, and give lots of feedback to incorporate into our new brand – which is obviously a lot more than a logo this time around.  I’m expecting a longer labor and trickier delivery!

This is a journey I’ve never been on before and it looks like it’ll be an interesting ride!  I’m sure there’ll be some lovely feedback, and possibly some serious challenges will be uncovered that we’ll really need to work on.  But, overall, I’m sure it’ll be a great experience, a good discovery lesson for ourselves and our clients and leave us in a really great place going forward!

Part of the team retreat in Bali (only 19 sleeps away!) will be all about discovering what we’ve learned in the process, digesting the feedback and incorporating those insights into what we do going forward.  Building a great culture around our brand.

If you’ve got a financial planner who you’d like more from, I’d love to hear what you’d like to get back?  What’s important to you?  How could they do things differently and leave a bigger smile on your dial?

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