Case Study
HORAN Wealth
For over 70 years, HORAN Wealth has served as a trusted advisor and thorough planner in life insurance for estate and business planning, employee benefits consulting, and wealth management.
The Challenge
As a regional leader with a national footprint, HORAN Wealth was continuing to expand into new customers, new geographies, and new offerings. This created a multi-faceted brand challenge.
The Solution
We leveraged a holistic view of branding and storytelling to capture the hearts and minds of current and potential customers.
- Built a robust architecture of brand and story for each of the specialized teams: who they are, how they help you, and what makes them different.
- Ensured each of these brands built up to the company brand and Promise.
- Created a higher competitive advantage by branding each employee and finding their unique synergies with their team and company brands, resulting in an organization of sincere and articulate Brand Ambassadors.
What made it work
Key Points to Success
Established the foundation for years ahead. We branded each service offering and specialist team, all built to elevate the HORAN Wealth brand, culture, and customer needs.
Built customer-focused, personally branded professionals. Empowering them as Brand Ambassadors with brand synergies between HORAN Wealth and their service offering.
Continuing to grow the Brand Ambassadors yearly with new employees for six years running. Providing training, assets, and tools to increase their success with customers and cultivate loyalty.
The Result
HORAN Wealth continues to successfully expand across regions and to new customers, with over 9 out of 10 customers recommending it to others. Employee engagement and loyalty continue to grow, empowered by a strong culture that personifies the HORAN Way & Fundamentals.
When your brand and culture align, you create an authenticity that breaks through the clutter and stands out versus the competition. Your company is your people, and when you invest in them and their branding, you can reach new levels of success. Branding your services and teams adds another layer to the customer experience and builds a long-term advantage.
Feedback
In their words...
Thank you for the work you are doing here at HORAN. It is giving people new connections and a better connection with their brand and ours.
– Terence L. HORAN, President & Chief Executive Officer
Mike has enabled our associates to make an impressive first impression through personal branding. Our associates can persuasively articulate not only what they do but the value they bring in a succinct but powerful personal branding statement. Mike’s experience and expertise around branding has had a tremendous impact on our business. His individual attention combined with his expertise makes him an indispensable part of our team.
– Valerie Bogdan Powers, President, HORAN & Associates
Mike Taylor has helped HORAN’s brand soar to the next level through personal branding. By identifying and building on our archetypes, our associates have been able to articulate their own personal strengths and how those strengths enhance our service delivery model and benefit our clients. We have also seen a new level of confidence within them when they meet new clients and present to existing clients.
– Julie Highley, President, HORAN Emerging Business Advisors
Mike’s work has complemented our Brand Building efforts as we have entered three new markets. His work has helped us to clearly communicate the value of our lines of business, the value of services we provide and the skills and expertise of each individual in the business, as well as their collective value. He is a great partner.
– Cheryl Campbell, Chief Marketing & Brand Officer
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