Coscer Partners is a financial advisory business that was established in Ingham in 1979. The business acquired three other financial services brands across Queensland to grow its brand portfolio. With four different brands and a vision for growth, clarity of the brand structure and positioning was required; as well as a brand story and personality that would communicate and bring to life their unique philosophy and value offering. DAIS worked with the team to develop a resolved brand strategy and identity that would align with the business strategy.
Looking at the four sub-brands, Coscer, Zest, Acano and Insight Super, under the central brand of Coscer Partners, there was lack of clarity and cohesion in the brand architecture. The brand strategy recommendations were to pull the four existing brands into one central brand with separate solution streams. Using solution streams helped to streamline the variety of financial services across the four brands into three clear areas – business advisory, financial services and personal wealth.
To create a brand strategy that aligned with their philosophy and business strategy, we gave a new meaning to the name ‘Coscer’. Their value is in creating opportunity for strategically clear advantage, so using these key letters we created the new brand name, Cosca.
Combining their authentic and personal approach with their financial acumen and visionary direction, we crafted a brand personality that captures ‘engaged value’. To illustrate the personality, we brought it to life across both general awareness and target market specific campaigns. Specifically, we crafted language that includes lifestyle goals and ‘must-haves’ to target a variety of audiences.
Following the brand build phase, we delivered a broad range of brand collateral to transition their four businesses into the new Cosca brand. This included a range of internal collateral such as team booklets, client engagement tools, eDMs as well as corporate stationery, internal and external signage and a new website. In addition, we worked closely with Cosca to develop and deploy a launch and transition strategy across their business. The strategy worked to transition the businesses into the new brand while bringing their staff and clients along with them on the journey.
As a result of client interviews and internal stakeholder workshops, we identified the brand’s unique selling point – their personal approach and focus on their client’s lifestyle goals. By firstly understanding their client’s current lifestyle and goals, they create strategic financial plans that identify the numbers they need to achieve them. Cosca delivers Lifestyle. Numbers across everything they do. So, we built this philosophy into the brand DNA to communicate their unique difference at every touchpoint.
Using their brand language and DNA, we created an engagement tool Cosca can use with clients to understand their situations. Now it has become a part of their client engagement process as a key sales tool. It also works as a tool to explain the Cosca brand and their promise to every client.
In addition to their central brand, we crafted a foundation brand for their community initiatives. Built on the idea of ‘the power of one’, the Cosca One Foundation believes in the power of one to drive positive change.
Overall, Cosca’s new brand strategy brings clarity, energy and new focus to the business. Now that Cosca has one central brand and a vibrant brand identity, they are ready to grow their business.
Do you have a brand portfolio that needs a resolved structure? Or are you wanting to accurately communicate your unique value in the market? We’re experts in branding, strategy, digital and marketingand are open for tricky, exciting and even clever business. So, don’t hesitate to connect