Financial Brand Strategy
SME Financial underwent a rebranding exercise. Kicking off with a workshop, we reset their brand proposition around a new brand insight: The importance of mutual success and trust. Taking time to understand their SME clients clearly, we created a new Brand Guideline and overlayed a multi-channel strategy.
Rebranding & Streamlining Platforms
Previously, SME Financial had not needed a significant digital footprint. By rebuilding and optimising all brand channels we were able to create a consistent, customer-focused design. From the new website to business cards & social, SME now has a set of guidelines to deliver a seamless customer experience.
Bringing client success stories to life
Creating authentic visual and written content is important to brand asset development. This includes developing client stories, and featuring the team at work with their clients. Several customers were delighted to tell their business stories and how SME have helped them succeed.
Developing Partnerships
Working with important trade partners and excellent software is a focus to SME’s strategy. As Xero Gold Champion Partners and preferred SimPro Software Providers, SME is a natural cobrand fit. Focusing on similar audiences means there’s mutual benefit for co-branding in the Accounting ecosystem.
eBook Assets for Tradies
Foraying into lead generation with PPC requires great content. The ‘Tradie’s Guide to Going Out on Your Own” has been useful and valuable download for the construction leads who make up the core business. Downloads have far exceeded predictions by about 9X. A new segment of Tradies was created for further communication.
Optimizing Search
SEO has been an important part of the SME strategy. Not exclusive to using customer-centric meta descriptions and keywords that match clear copy. But in building relevant, indexable content and backlinks through social channels and robust partners like SimPro & Xero
The team at SME Financial started a rebrand in 2020 across their marketing portfolio just before Covid arrived. Some might say just in the nick of time. It quickly became clear to us that these tech-forward Financial Advisers valued the benefits of streamlining and simplifying systems.
Not only do SMEs advise their own clients to be tech-forward, but they are open to adopting tech in their brand strategy. Clever software and technology are indispensable foundations for good business in their opinion. So, they were open to including good UX/UI in their tech-forward approach. As Xero Gold Champion Partners and SimPro experts, SME Financial have streamlined everyday accounting so they can focus on the Financial advisory and mentoring that truly grows small businesses into medium ones. And medium businesses into super-profitable enterprises.
While creating SME Financial’s case studies, we saw first-hand how the accounting team worked with clients. With particular expertise in trades and construction, the typical SME client is busy all day long. Being a Virtual CFO doesn’t mean being hands-off either. In fact, for these accountants, getting together with clients on the trading floor is very important. So, we wanted to show the team at work’ as is the case with a cross-section of industry clients. Trusting in each other has built mutual success and long-term relationships. Now, SME Financial have reshaped its brand strategy around this human-centred idea; it’s able to fly solo with the help of some sound journey mapping.
Read the SME Financial Client Story.
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