Fiducian Brand Audit


    COG Strategy is proud to deliver the Brand Audit for the Fiducian financial planning business.

  • The Brief. 

    Fiducian approached COG Strategy with a brief to perform a Brand Audit prior to a total company rebrand.

    Since 1997, Fiducian’s financial experts and their custom-built systems and technology have helped Australians secure a future of financial prosperity and business owners to achieve commercial success. Their boutique wealth management and financial planning business provides advice to our clients through a national network of over 60 financial planners.

    The Fiducian Brand Audit is a measure of a brands performance against key business objectives and evaluates industry presence. The COG Strategy Brand Audit would supply detailed insights that would support the rebranding projects including corporate identity, website and digital platforms, outdoor media and company division branding.

    It’s the start of the Rebranding Process for Fiducian where our Sydney Strategy Agency seeks to increase the product’s perceived value to the customer and thereby increase brand equity of this Australian finance business.

    With a diluted brand across numerous market sectors and a large spread geographically, there was to be a broader review to understand the equity that was currently in play prior to any updates to key brand touchpoints. Ideally to ascertain the amount of brand fragmentation and performance metrics of brand assets.

  • The Client.

    The Fiducian Group Limited is an ASX-listed specialist financial services organisation that continues to deliver premium wealth services and solutions for our clients and solid returns for our shareholders. Our securities are quoted on the ASX under the code FID.

    They are a national company with offices in capital cities and regional centres around Australia. Their five operating divisions provide the following services:

    • Financial planning
    • Investment funds management
    • Superannuation
    • Investment platform administration
    • Information technology solutions

    It is the accumulated knowledge and experience gained across the business areas that underpin the key to our success and allows us to achieve positive outcomes for their clients.

  • The COG Strategy Solution.

    A deep research excursion to discover the true worth of the brand and use true insights to justify this.

    The discoveries made within the Fiducian brand auditing process delivers key research, trend and insight which offered COG Strategy’s client a dashboard of current business and brand information. The Fiducian Brand Audit takeaway is an advised action task set that supports brand management, brand repair and brand re-positioning. The brand audit will support a brand and marketing strategy for Fiducian and assist in building brand equity, performance and longevity.

    This Brand Audit for Fiducian considered the current brand health and ability for the Sydney Finance Company to take its model to the market, deliver the portfolio, and communicate it’s proposition and value statements.

    Delivery contained clear outcomes that justified a broader brand review, a customer segmentation via highlighted demographic, related products and services. The key focus was towards the digital environment with considerations to The Fiducian Group’s digital activities and business touch points. A Digital Strategy would be a key follow on activity.

  • The Results.

    A comprehensive review that enabled the client to disseminate accurate information to key stakeholders, internally and externally.  This delivery formed the spine of critical briefing and scoping for suppliers to the broader rebranding process, and also enabled justification to the company board to why the business should invest in rebranding and the development of new brand assets.

    The clear outcome was that critical elements of the Fiducian brand asset group needed to be overhauled and realigned. These included websites, marketing communications strategies, digital marketing strategy and general corporate identity and positioning.

    Immediate Solutions

    • It doesn’t matter who YOU think you are; it matters who THEY think you are.
    • Are your services outdated? Keep on top of trends and find out how to stay relevant to your audience.
    • Ensure a seamless customer experience regardless of how they access you services.
    • Make your clients feel they’re value not just by what you offer but by how you deliver it.
    • Confused people don’t engage? Simplify your processes to make it easy for people to find you and buy from you.
    • Your ultimate goal is brand loyalty. Give people a reason to stay with you for the long term.

  • COG Strategy was founded over 10 years ago!

    We’re experts at generating strategies that connect brand to business.

    As a core Brand Strategy Agency, we have experience working in a broad range of industries and business sectors.

    Our strategy solutions deliver true measurable results for our clients, which is why we are entrusted with hundreds of brands. Our focus is to build brand equity, ensuring business is supported by an active brand delivering leads, voice and value. Over the years we’ve gathered intelligence on each industry and continue to launch new businesses and brands, fix broken dreams and repair worn out ideas still to this day.

    To the right are just some of the clients that we’ve worked alongside to help them achieve their Brand Strategy goals.

    If you or your business want to get serious about Brand Strategy then you can trust COG Strategy’s experience and knowledge base.


  • COG-Strategy-Brand-Experience

What Our Clients Say

  • Testinomials-st-c

    Steve Cope – Director Knockout Pest Control

  • We have worked with COG Strategy for a few years now developing online marketing programs and running extensive Google Adwords management. Their strategies are on point resulting on year-on-year growth 3 years running.

  • Testinomials-kf

    Karly Foster – Business Development Boystown Dunlea Centre

  • We gave COG Strategy a big brief to rebrand our 80 year old not for profit business. And as a Sutherland Shire charity with not a lot of budget to spend, they nailed it. Strategic thinkers with sound processes in place. They have a lot of knowledge and are willing to share it enabling our team to become better skilled along the way.

COG Strategy is a Sydney Branding Agency.

We’re business strategy professionals managing our clients brand assets which include all methods of marketing communications across all brand and business touch-points.

With the right brand management tactics and strategies the marketing communications of any brand will perform as a powerful business asset, delivering a performance based metric for bottom line success.

The COG Strategy goal is to ensure that a robust, accurate and tactical blueprint is presented and understood before a single dollar is spent on branding and marketing activities.

Our Brand Strategists and Marketeers are strategic in how they view your brand and its online communication. COG Strategy pursues commercial outcomes for our clients – we start with brand.

A brands marketing is how the core elements of the business is communicated to its targeted audience. Your brands customers are emotionally engaged at specific moments and stimulated by specific content that cuts through and makes an impact. The COG Strategy focus is to discover that initial ‘turn-on’ moment via real consumer
research and a strong insight.

COG Strategy provides commercial solutions for all types of brands. Our offer in directing strategy is well supported and considered and we ensure a professional and premium result.

Importantly our Sydney based team understands that all our clients brands are different, and that’s why the COG Strategy team love our job – continually thriving in the learning bubble that is branding.

To have your brands strategy managed call the
Sydney Strategy Agency (+61 2) 9523 6007

Ready to build brand equity with the premium in brand strategy?