Question

Topic: Taglines/Names

Wealth Management Tagline - Star

Posted by online on 10/29/2010 at 1:04 PM ET 500 Points
Need a tag line for a Wealth Management Company called Star Wealth Management.

We advise not only on money ... but also on over all life stratigies such as having disability insurance, college funds etc. We offer more broad services than just stock brokerage.

Our logo is an abstract white star on a dark blue background.

We "guide" our clients like the stars guide travelers at night.

We handy large affluent clients, so we can't use anything cute or funny.

We need a tag line.

We've thought of something like "It's not just your money, it's your life." But even that is too cute and too long.

Any ideas?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by online on 10/29/2010 at 1:42 PM Author
    Thanks - but we're looking for something a bit more unique and perhaps clever. A tagline that would be unique to a company with a "star" or "northern star" in it's logo.
  • Posted by Chris Blackman on 10/29/2010 at 8:37 PM Member
    Can you give some details about who you are targeting, your key segments, and the core value proposition?

    The problem is that WMCs are virtually indistinguishable from one another.

    You need to tell us what makes your organisation different from all the rest, in other words why someone should come to you to manage their money, rather than some other wealth manager.

    Without some strategic direction, you might as well create a slogan blindfolded, using a pin and a dictionary.
  • Posted by mgoodman on 10/30/2010 at 2:45 PM Moderator
    Do you have a creative brief that explains the unique and important positioning benefit and defines the target audience more precisely? That information would help a lot if we're to come up with a meaningful and strong tagline.

    Without a better understanding, we're shooting in the dark. See if you can answer Chris's questions.
  • Posted by online on 10/30/2010 at 4:13 PM Author
    Unfortunately, I'm working with a very, very small company and they/we do not have a creative brief.

    The owner formerly worked for a large brokerage company like Goldman Sachs, then started his own business doing the same thing. He targets wealthy clients - millionaries. He is more about quality than quantity.

    His point of difference is that he doesn't just consult on buying stocks, but also advises his clients on what type of life insurance to buy, how to invest for college, etc. All aspects of finance. So he is like a counsellor, but only on financial decisions.

    NORTH STAR - GUIDING:
    I just thought there would be a clever way to use the "north star" as a guiding light concept to compare his services to the way "ravelers have used the North Star (the brightest star in the sky) to guide themselves to a safe pace or culmination of a journey. Thus, he helps clients safe and successfully manage the journey of managing their wealth.

    Let me know if you have other questions. We so appreciate the help!
  • Posted by Chris Blackman on 10/31/2010 at 9:27 AM Member
    Unfortunately you still haven't communicated any real point of difference (I suspect it's very hard to find one).

    Almost all WMCs set out wanting to target HNW (High Net Worth) individuals because they perceive that is where the money is to be made.

    Naturally, it's also where the strongest competition is. HNWs tend to create long term relationships with their advisors before they become wealthy and they bring their advisors along with them and stick with them. So there is high resistance to switching and it's always going to be results based, not just service based, and certainly not price based. To them it's about the value and the results not what you pay for it. HNWs have learned how many beans make five (or five million).

    I think any financial services advisor in that sector will be offering a full range of advisory services, not just stock picking and tax returns. So that doesn't really seem like much of a differentiator, either.

    HNWs get solicitations for their business on a regular basis and often via referral from friends or colleagues who are already satisfied clients of the firm. A slogan is unlikely to make a big difference and should focus on the solidity and permanence of the advisory firm, not on a gimmicky turn of phrase. There's a company here in Australia with a similar name to your client and their slogan is "Financial Security, Peace of Mind". I don''t think that helps you with HNWs because they already have what most of us would call financial security. They use advisors to structure their affairs for the next several generations, not just to make sure they can have an island holiday every couple of years.

    I've had a look at five or six HNW financial advisors and asset management firms, none of them use a slogan or tagline. Maybe there's a reason for that - the whole business needs to be understated and discreet, not shouting their wares like a barker at a fairground.

    Probably the key critical success factor for your slogan would be it must not dissuade a prospect from dealing with the firm.

    You might want to consider ideas along the lines of "Multigenerational Wealth Planning" or the somewhat oblique "Across the Universe" to denote a broad range and to play on the star motif.

    Hope that helps...

    ChrisB

  • Posted by Chris Blackman on 10/31/2010 at 9:31 AM Accepted
    Unfortunately you still haven't communicated any real point of difference (I suspect it's very hard to find one).

    Almost all WMCs set out wanting to target HNW (High Net Worth) individuals because they perceive that is where the money is to be made.

    Naturally, it's also where the strongest competition is. HNWs tend to create long term relationships with their advisors before they become wealthy and they bring their advisors along with them and stick with them. So there is high resistance to switching and it's always going to be results based, not just service based, and certainly not price based. To them it's about the value and the results not what you pay for it. HNWs have learned how many beans make five (or five million).

    I think any financial services advisor in that sector will be offering a full range of advisory services, not just stock picking and tax returns. So that doesn't really seem like much of a differentiator, either.

    HNWs get solicitations for their business on a regular basis and often via referral from friends or colleagues who are already satisfied clients of the firm. A slogan is unlikely to make a big difference and should focus on the solidity and permanence of the advisory firm, not on a gimmicky turn of phrase. There's a company here in Australia with a similar name to your client and their slogan is "Financial Security, Peace of Mind". I don't think that helps you with HNWs because they already have what most of us would call financial security. They use advisors to structure their affairs for the next several generations, not just to make sure they can have an island holiday every couple of years.

    As for "clever" ways to use the North star, sure, devise a whole rationale for the Star name and make it part of the Vision/Mission statement in the company's brochure-ware, but do not try to get clever or cute with the slogan - if the target really is HNWs it will be doomed to failure - clever is not what they are looking for - not that kind of clever and cutesy, anyway..

    I've had a look at five or six HNW financial advisors and asset management firms on the web, none of them use a slogan or tagline. Maybe there's a reason for that - the whole business needs to be understated and discreet, not shouting their wares like a barker at a fairground.

    Probably the key critical success factor for your slogan would be it must not dissuade a prospect from dealing with the firm.

    You might want to consider ideas along the lines of "Multigenerational Wealth Planning" or the somewhat oblique "Across the Universe" to denote a broad range and to play on the star motif.

    Hope that helps...

    ChrisB

BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)