In the midst of the largest generational wealth transfer in history, Entrust Wealth Partners engaged our team to create a brand experience that supports their current and future clients.
So, how’d we do it?
1. We took the time to understand how Entrust Wealth Partners is different
With experience working with numerous financial brands, including Bank of America, Merrill Lynch, U.S Trust, and J.P. Morgan Chase, you could say our team knows a thing or two about helping brands stand out in a commodified industry…
So, we started where we always start – with listening, researching, and investigating. We conducted qualitative and quantitative research to get clear on who EWP’s ideal audience was, what keeps them up at night, and how EWP was uniquely positioned to serve them. The result? A clear and differentiated brand message strategy.
2. We planned for long-term success (in addition to short-term results)
In addition to researching EWP’s current prospects, we took a long-term approach to begin nurturing relationships with future clients. As a multigenerational wealth management firm, EWP’s biggest potential for growth is with the heirs of their clients. It’s also their biggest risk, given industry research shows over 70% of multigenerational wealth transfers fail.
We went straight to the source, commissioning interviews with adult children of current clients, to get clear on what they knew about working with a wealth manager, what they didn’t know, and what type of support they might expect. Not only did we gain valuable insights that immediately impacted our messaging and marketing strategies to existing clients, but we uncovered key learnings to help us connect with future prospects. Bonus: We also helped EWP build direct relationships with the next generation (read: new leads), creating new business opportunities on the spot.
3. We helped Entrust Wealth Partners create value for their audience through serving (rather than talking)
One of the biggest shifts we made in EWP’s brand and marketing strategy was to “show, don’t tell”. It’s one thing to do the research to identify how your brand is different and then write a blog post or brochure about it. It’s another thing to actually live it. We chose the latter, helping EWP identify opportunities to serve and add value through simplified client resources, educational events, and even their choice in client gifts. The result? Each interaction a prospect or client has with EWP shows them, through a lived experience, why EWP is the right partner to help them reach their goals.
Entrust Wealth Partners