Brand Auditing and Corporate Identity Audit.

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


  • Brand Audit
  • Brand and Marketing strategy
  • Research, Trends and Insight
  • Brand Management
  • Brand Repair
  • Brand Re-positioning
  • Brand Performance
  • Brand Longevity
  • Building Brand Equity

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 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.

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