Case study 1: Building a financial services brand
Client
A Delhi-based financial services firm
Expertise
Personal finance and financial markets consultant, with HNI clients
Brief
The firm was doing some phenomenal work in the financial services industry but in terms of recognition, the firm was lagging behind. Plus, an all-India network expansion would have been helped by favourable publicity.
Strategy
After analyzing the firm’s work function, business plans and management profile, White Fish Communications decided to focus on the CEO of the firm. He was young, dynamic and full of innovative ideas. The company and his profile could benefit each other is a well-thought out media campaign. We also focused on the visual communication of the firm, advising overhaul of the brand communication.
Execution
The first step was rebranding. The firm was given a new logo and a new look. Guidelines were laid down on how the firm would be presented in public, with focus on all forms of visual communication – letterheads, brochures, official stationery, visiting cards, website design etc.
Simultaneously, the firm’s core competencies, offerings, business plans, products, services and future plans were analyzed and consolidated. A uniform document, listing what the company stood for, was created and could be referred to by all employees. The idea was to send out a ‘uniform message’ across the board.
The firm’s head was also briefed about the importance of uniformity of communication and how all the corporate messages needed to be shared with both the internal and external audience. He was also taken through the White Fish Communications’ Media training capsule.
Through both formal and informal meetings with the Press, the CEO talked about the work his company was doing. Within a short period of time he was asked by Media to answer queries on specific finance issues, give his opinion on the stock markets and write articles on personal finance. With the growth in popularity of the CEO, the company also gained.
Result
Over time, the firm was now seen as a credible organization with a thinking CEO at its helm. When the company decided to open offices and form partnerships in new geographies, it proved to be an easy task – people already knew both the company and its CEO. Through a continual public relations and communication campaign the financial services company met its objectives and is growing bigger.
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