Financial Asset Services
Asset management, always an important element in the real estate market, has recently seen explosive growth as the nation recovers from the “great recession” of 2009. As long as the glut of foreclosed properties remains in the hands of lending institutions, companies like Financial Asset Services (FAS) are needed to help manage the valuation and sale of those properties. FAS has a long history and a strong reputation in the industry, yet their brand identity and customer-facing materials belied the focus on technology and ease-of-use for which they are known.
The leadership team at FAS had admired the work that our team had done in developing the brand strategy for Option One Mortgage, and chose Jibe to bring their brand up to date and enhance FAS’ presence as a leader in the asset management field. FAS needed a brand image and materials that spoke to their mission of bringing professional, efficient, technology-based solutions to the lending community. Their communication goals were being hindered by inconsistent marketing materials, outdated graphics, and less-than-cutting-edge web interfaces.
Jibe determined that FAS needed more than just a logo/identity refresh — they needed to communicate their brand in a different way in order to stand out from the sea of competitors in the booming asset management industry. While their own perceptions of their company were important, more important was the end benefit to their customers, and FAS needed a new positioning in order to reach new customers and cement their leadership position in the industry.
How we did it:
Jibe started by polling both internal FAS associates/leadership and FAS customers to determine what equities they had with their brand and materials, where internal perceptions differed from external perceptions of the company, and how to best position FAS to leverage their equities. This brand “audit” pointed the way to a stronger messaging built around the concept “welcome to simple.” — a concise positioning and an internal rallying cry that leveraged the company’s strengths, and their key point of difference from their competitors: FAS as a trusted, easy to work with partner in a complex transaction. Jibe then refreshed all brand materials with this new positioning in mind, creating a new brand identity, website, collateral materials and trade show materials.
Financial Asset Services, Inc. continues to lead the Asset Management field, but now with a cohesive brand strategy that is both unique and instantly understood by their customers and prospects. While this brand rollout has just begun, we have already received positive confirmation of the power of FAS’ new brand from customer and associates alike, and a planned follow-up survey will better track this change in perception.
“We hired Jibe Advertising + Design late last year to manage our brand refresh and create our new web presence. We were extremely pleased with their work through every step of the process — from the visioning sessions where we crafted our new logo and tag line to the website deployment and marketing material creation. They listen, they offer their opinions and ideas, and they execute on time. It was great working with them.“ — Jeffrey Flory, Business Development Manager, FAS, Inc.
Client: Financial Asset Services – www.fasinc.com
Agency: Jibe Advertising + Design
Creative Director: Tim Bush
Copywriter: Steve Harbour
Account Management: Geoff Fiala
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