Communicating a smarter approach to finance
Morgans Financial Limited is one of Australia’s largest stockbroking and wealth management firms with a nationwide franchise network.
A series of strategic alliance changes, from RBS Morgans to Morgans CIMB, and then subsequently to standalone Morgans, was the catalyst to review and revitalise its brand. It was an opportunity for Lloyd Grey to add value for the financial advisers.
We analysed Morgan’s business and researched its strengths before identifying the opportunity to position its as ‘a clever thinker’ – an organisation with foresight, smart solutions and the depth of experience to be wise to the ways of the market.
The distinctive logo and quirky visual approach captures the company’s intelligence, breadth of knowledge, community involvement and how Morgans ‘brings it all together’ to help clients achieve their financial objectives.
A national digital campaign based on the new brand approach helped to build awareness, and a video for cinema advertising supported franchisees around the country in attracting new business. We also produced an online brand style guide to help maintain consistency across the network and provided guidelines for a comprehensive rebrand signage rollout.
An important goal for Morgans was improved engagement of franchisees and improved relationships between the network and head office. The new brand achieved this and was the catalyst for new conversations both internally and externally.
The rebrand extended to the not-for-profit arm of the business, the Morgans Foundation, helping it to become a more visible part of the company’s corporate social responsibility, and more effectively involving staff, branches and clients in fund raising activities for local and national charities.
Brand style guide
“So the difference the brand has made is how we manage our network, we demonstrated that we are prepared to invest in our network. The market needs to see more courage from the big players and Morgans is definitely taking a bolder and more consistent approach with a real tangible outcome and increased engagement from the whole network especially in the franchise system. Our first and biggest client is our network and we have had huge engagement.”
Nicholas Atkinson, Director of Institutional Sales, Morgans