Brand Program

Challenge

Known as a distributor of financial products through a complex network of local firms, National Financial Partners received no collective brand benefit for being a comprehensive provider of insurance, benefits and wealth management solutions. Few clients and prospects were aware of the full picture. To effectively up-sell and cross-sell, the company had to better define its full scope, and make sure it was communicated effectively at both the national and local levels.

Solution

To create a real national brand, we developed a brand platform that clarified offerings and promoted the idea of “One NFP.” This platform helped knit together nearly 200 local firms, making it easier for sales representatives to define the company's value and for the company's field consultants to bring all offerings to bear. In addition, we simplified the company's name to NFP, dispensing with a cumbersome legal name that, if anything, limited horizons. A refreshed visual identity and single-point message — “Partner. Preserve. Prosper.” — helped place internal audiences on the same page. To ensure brand consistency, we developed a full set of marketing and communication tools. These enabled everyone at NFP to articulate the brand promise and give clients and prospects a far better sense of the whole company.

Results

Soon after the internal launch at the annual leadership conference, the new brand identity platform was quickly embraced by the local offices, which saw the opportunity to leverage the scale and strength of NFP for mutual success. Among other benefits, the firm has realized an ability to better leverage marketing spend to coordinate local market strategies, inspire workforce pride and innovation, and enable NFP to stand out in a crowded marketplace.