Brand Study: Currence
Brand & Product Naming, Positioning, Identity, Mobile App Design, Product Launch, External Marketing
Thinking.
That last point is especially important because the brand is also planning to make its mobile app available directly to consumers in 2023/24.
With the company at an inflection point – committed to a robust technology investment and expansion of its brand – the need to “get it right” was the top concern of leadership. We began by developing an immersive understanding of the company’s business, audiences and, most important, its core values. We then activated our strategy development process to surface the insights – and develop the positioning and go-to-market plan – required to separate and elevate the brand in the marketplace.
Introducing Currence. How smart money flows.
Leveraging the insights distilled from the strategy process, we crafted the brand’s updated positioning, from which its new name (“Currence”) and tagline (“How smart money flows”) are derived. We then:
Redesigned the brand’s mobile app
Designed and developed the Currence website
Created an umbrella marketing program that allows for highly-targeted efforts against key audiences: independent advisors & strategists at global firms, independent advisors & strategists at small and mid-size firms, and consumer end-users (under development for 2023/24)
Currence unveiled its name, branding and mobile app in October, 2022 during its National Advisors & Strategists Conference in Nashville.
In mid-2022, a New York-based FinTech company approached Sullivan with an interesting proposition:
Help reimagine and relaunch an already-successful brand.
The company, formed a couple of years earlier by executives from a large financial services firm, honed a wealth-building philosophy into a program that independent advisors were leveraging to attract and retain clients.
The visible manifestation of this program was a mobile app advisors used with clients to keep them on plan and track their progress. By the end of the company’s second year, the philosophy and app were a proven concept.
“Help Get Us To What’s Next.”
At this point, company leadership recognized it needed to exploit its opportunities for growth (as well as protect the business from potential threats). They needed to:
Update the app’s technology, expand features, and optimize the user experience
Solve issues around the name of the brand (which, at the time, was called “Flo”) that ranged from unsuitable trademark protection to confusion with other products
Evolve more fully from a sales to a marketing posture to drive the adoption levels required to meet the company’s ambitious business goals
