Q: How can you leverage the scale and strength of your offering when it’s spread across 200 local firms? A: Build a brand platform that clarifies your value and promotes the idea of “One company.”
A distributor of financial products through a complex network of local offices, NFP wanted the marketplace to see the big picture — its role as a comprehensive provider of wealth management, insurance and benefits solutions. First we simplified its name (from National Financial Partners) and developed an overarching brand platform (One NFP) that brought nearly 200 affiliated firms together. We then gave the brand a fresh identity and a unifying single-point message (Partner. Preserve. Prosper.), as well as universal marketing and communication tools that aligned the client experience.