Budovitch
Engineering A Legacy
The owner of the firm, Mr. Cory Budovitch, came to us and said he needed to have a website. That was it. There was no content, logo, slogan, tone, or messaging. Nothing. Everything needed to be created from scratch. What Mr. Budovitch did have was an extraordinary story built on trust and a remarkable audience of customers that are often his best sources of new contacts. Our job was to reshape the relevancy of his brand by engineering the exact positioning necessary to resonate with his busy clients. Clients who care about one thing... Protecting and advancing their legacy.
This engagement was definitely branding 101 and as we started to better understand his business model, customer approach and the profile of his clients, it quickly became apparent that this would be an opportunity to present a professional image, yet ensure his new clients would see him as someone acutely approachable for a relaxed and trusting conversation. Someone they would scramble their calendar to meet. After all, who doesn’t want to maximize their legacy holdings? So, that is what we did.
Starting with the messaging, there was a need to communicate that he was not like any other advisor. His industry cohorts often use old habits and dated practices to promote their legacy planning capabilities and struggle to add value because pretty much everything they say is based on their own “opinion” and not necessarily fact. We also needed to separate his value as extraordinary, beyond what most clients have, which is an accountant, lawyer, doctor, insurance, and/or financial advisor. The big question was, how would his clients trust his leadership and recommendations?
Firstly, it came down to one word… “opinion” versus fact. Most professionals in the wealth industry are motivated by growing their rolodex, accumulating a collection of contacts made through networking, word of mouth, or pre-existing family relationships. Most rely on the branding and content provided by the financial products they represent and let the brand do the talking. Few actually know how to provide exclusive and unique value. Most are rinse and repeat organ grinders.
None are like Cory Budovitch.
Mr. Budovitch is considered to be one of the top agents in his field. His portfolio of clients are the who’s who and that is a compelling accomplishment. What he was missing was a digital story (website) and branding excellence that mirrored the consumer expectations of these preferred clients. When he would hand them his business card, it needed to communicate silent confidence and enhance the message that would be relevant to everyone. That message? “Hope is not a strategy”. We then created a simple 2" x 2" card that said just that and it included his phone number. Simple yet elegant. Professional yet poised. Purposed to protect.
For the Straedgy management team and our creative directors, this was a wonderful opportunity to create a dynamic, sustainable brand experience that included a new logo design, brand message, unique assets, and an integrated website that could operate without the need for constant update. Most of all, a message he could communicate for a legacy of time. Visit budavitch.ca and see for yourself.
engage
The Straedgy leadership engagement began with learning the budovitch.ca customer portfolio, their audience of influencers, and what they expect from a wealth advisor. We determined that these personas were sophisticated in choice and conservative, yet enjoyed the good life to their fullest. They also don’t have time to do their own research.
enable
Our approach was to design a brand experience that was of the highest quality. Refined, functional, and most of all, easy for prospective clients to understand that hope would not be the best strategy for someone looking to protect their future legacy. A simple logo depicting a torch was designed to represent past, present, and future.
empower
The brand needed to empower clients with confidence in their decision to invest in Budovitch advice. That trust came down to four words that would describe what a client is seeking when planning a legacy; clarity, certainty, commitment, and control.
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