THE CHALLENGE
Argent is a leading London-based Independent Financial Advisers who has been practicing its brand of personal finance for 30 years. Pomegranate were hired to help Argent communicate their shift from Advisory services to a ‘Fully Managed’ service model creating a perceptual change in the Argent brand in order to attract an audience with higher investment potential.
THE SOLUTION
Assessment of the Argent brand highlighted the lack of a consistent, focused message. This led Pomegranate to work with the Argent team to re-define and enhance the brand proposition promoting the dynamic, authoritative values of the business.
It was clear from the discussions with Argent personnel and client base that the key to the Argent proposition, is the strategic approach taken to each clients investment plan and the expertise and level of attention paid to their portfolios asset allocation.
As a result of the research, Pomegranate establish Argent as the ‘Leaders in Financial Guidance’ designing and building an online presence which provides all the tools to satisfy the needs of the modern investor, whilst simultaneously reducing administration time for Argent.
Marketing and brand guidelines were produced to enable Argent to keep consistency across multiple brand touch points. We also introduced enhanced customer relationship tools to stimulate frequent engagement and assist with client retention.
THE OUTCOME
The development of the Argent brand communications has assisted in promoting credibility and developing early stage prospect discussion. This strategy is also improving the level of service awareness and increasing recognition of additional services. By constructing detailed client profiles Argent have been able to conduct regular targeted marketing, seeing a dramatic improvement in responsiveness to the content.
We will continue to monitor the success of Argent's marketing efforts and look forward to ensuring they remain the leaders in their industry.
