Mersberger Financial Group, a highly-certified financial services firm that manages over a billion dollars in assets, requested a new website to better showcase their customized financial planning services. Following the discovery meeting, both teams recognized the benefits of a full brand strategy to better align Mersberger’s brand with their goals and values. They had been voted Best Investment Planner by Sheboygan County and were ready to grow their reach nationwide.
Mersberger Financial Group was looking to bolster its growth and widen its impact into new territories. Their continued success relied heavily on proper communication and developing a marketing strategy, which is why Mersberger came to FifthColor and our team of experts. We needed to develop a comprehensive brand strategy that provided the insights needed for a sound, data-driven marketing plan showcasing their “level-10” customer service.
Mersberger needed an established brand identity with a modern look and feel. They also needed help determining the architecture of their brand, including how to position their products and services. Following our research and Brand Asset Valuator (BAV) Analysis, our team discovered the need to help Mersberger differentiate their offerings from the competition, identify points of differentiation that are relevant to new and existing customers, increase exposure, and establish a relationship with younger demographics.
Based on the research we gathered, we determined Mersberger’s brand architecture was a branded house, with one single master brand. We found that Mersberger had four clear service lines placed under the Mersberger name. Establishing this helps determine how Mersberger’s service lines are related to and differentiated from one another, as well as how the company will market to customers.
Through research, we determined Mersberger’s points of differentiation, which helped drive internal and external target personas, and a sound communication plan that determined proper marketing tactics to reach each customer. Our work with Mersberger continues today through support in digital marketing, website design and development, and creative assets.