The Estate Planning Group brand guidelines

  • Skills Needed:
    Brand positioning, design, artwork, copywriting
  • Client:
    The Estate Planning Group

Why brand guidelines?

Offering a wide range of services, the Estate Planning Group needed to ensure that anyone producing communications material, understood how to communicate their core values and consistently embody brand attributes.

The group includes three main brands and a number of other subsidiaries, so a clear and concise set of guidelines were needed, to ensure consistency at every customer touchpoint.

After our initial consultation, the focus for the guidelines was determined as:
1. INTEGRITY
2. AWARENESS
3. DIFFERENTIATION
4. RELATIONSHIPS

In total, 31 pages of guidelines helped:
1. demonstrate professional behaviour
2. aid recognition within their marketplace
3. engage an audience who shared beliefs and values
4. recruit or retain customers, build confidence and aid conversion

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