[ad_1]
Dubai-based wealth advisory firm GSB has unveiled its new positioning, brand architecture and identity, further reinforcing its commitment to creating shared value through purpose-driven, impact-driven financial planning.
It also drives the investment advisory sector to co-create more conscious and sustainable practices, products and services.
Since its inception in 2021 as GSB Capital, GSB’s founding philosophy has driven its rapid success. From the outset, the company has adopted a principles-driven Business Impact Modeling (BIM) approach, which stems from a fundamental belief that responsible investment plays an important role in making the world a better place, and only People’s lives should be improved.
From portfolio construction to company engagement, ethical decision-making and responsible investing are critical to a company’s approach to creating stakeholder value. GSB has created a broad portfolio of service offerings and ethical investing through a commitment to new product development, value-based partnerships and social impact alliances.
Brand transformation
GSB’s brand transformation begins with the completion of an initial business and brand impact assessment, including a world-class sustainability framework. This has been used to help companies measure, manage and improve their positive impact on the environment, communities, customers, suppliers, employees and shareholders.
The assessment identified the need to institutionalize the co-founder’s philosophy, leading GSB to carefully articulate its mission, purpose, vision, and measurable guiding principles and values. These principles have been translated into robust identity systems that will help support future product and service innovation.
GSB has also begun rolling out employer branding programs to attract and retain the best talent, achieve ethical scale, and ensure measurable impact as the business grows.
growth story
“Brand development is the natural next step in GSB’s growth story, ensuring we build on the strong awareness and credibility we’ve been able to build since launch,” said GSB COO Alison Whatnall. Clients and prospects will identify and understand GSB’s offerings and what makes us different. The team is able to explain our complete portfolio of solutions and the benefits they bring to all stakeholders, not just shareholders and investors.”
Over the past year, the company has partnered with external branding and sustainability firm Firstwater Advisory. Firstwater conducted initial brand clarity and impact assessments, in-depth interviews, qualitative and quantitative surveys and research. Then, work across the organization to rationalize brand portfolios, create logical naming structures, comprehensive visual and linguistic identity systems, brand equity management and training.
ensure clarity
The new brand architecture uses functional, descriptive naming to remove complexity and ensure clarity and consistency in the stakeholder experience. Therefore, GSB’s services are divided into three combinations:
● GSB as a corporate partner and preferred employer;
● GSB Capital for financial planning and wealth management; and
●GSB Private is designed for high net worth and ultra high net worth individuals and their families.
goal-oriented brand strategy
Ross Whatnall, CEO of GSB, said: “In an otherwise externally driven industry, using purpose-driven brand strategy and brand architecture translates our commitment to creating shared value , which provides greater strategic clarity and creative direction.” “Branding was a bold undertaking for our team, especially in the early stages of the GSB life cycle. But we wanted to make sure that the structure was built for future generations. Growth provides scalability and truly represents the value we create. We are excited to launch our portfolio of solutions and update product names with customers and prospects.”- arab trade news agency
[ad_2]
Source link