Case Study: Primary Advisory — Building a Brand for Financial Clarity and Strategic Success
The Challenge: Launching a Specialised Financial Advisory Service
When Dan Billing, the founder of Primary Advisory, approached us, he had a clear vision: to serve as the essential strategic partner for farm owners and businesses. His objective was to bridge the gap between financial professionals (bankers, advisors) and farm owners, providing clear guidance in areas such as succession planning, business performance improvement, and achieving long-term financial goals.
Dan, understood he required more than simply a logo; he needed an authoritative, professional brand that could instantly establish trust and speak directly to his specialised audience in the agricultural sector. The key challenge was translating his comprehensive, high-value service into a brand identity and digital presence that was both clear and compelling.
Our Strategic Process:
Our approach with Primary Advisory was designed to move beyond mere aesthetics to create a brand that functions as a truly valuable business asset. We focused on four core strategic pillars:
Phase 1: Deep Clarity & Audience Definition
Defining the Role: We worked in close collaboration with Dan, to articulate his unique position - not merely as an advisor, but as the trusted intermediary who brings all stakeholders together.
Targeted Messaging: We ensured the brand language directly addressed the client's biggest concerns and ambitions. The messaging now clearly resonates with a business owner looking for a "business health check" or wishing to "improve the performance and decision-making of your business".
Phase 2: Developing a Professional Identity System
The Visual Language: We devised a brand identity that embodies financial stability, growth, and professionalism. The resulting logo suite is simple, reliable, and instantly recognisable in a professional business setting.
Brand Versatility: We created a comprehensive Brand Toolbox for consistent application across all media. This included a versatile logo suite, high-quality brand assets, and defined file types for every requirement.
Phase 3: The End-to-End Implementation
The Full Toolkit: Dan received all the assets necessary to maintain consistency at every touchpoint. This included files for professional documents (letterheads, business cards), digital uses (email signatures, website), and physical items (apparel and signage).
Uniform Consistency: By providing this complete, ready-to-use system, we removed any guesswork, ensuring that every time Dan or his team engages with a potential client, the brand reinforces its professional promise.
Phase 4: Launching the Digital Home
Website Strategy & Build: We guided the development of the primary online touchpoint, PrimaryAdvisory.co.nz, ensuring a clear and concise user journey. The site now powerfully communicates his services and core value proposition: “Your trusted partner in achieving financial clarity and strategic success.”
A Confident Launch: The resulting website and clear online presence launched the business with the professional confidence needed to immediately attract the right clients
“Thank you so much for your help Becks. What you’ve done is more than I imagined. Picked up the business cards. They look great, thanks. Also got a couple of shirts embroidered this afternoon, again, the stacked logo really stands out and looks awesome.”