The IFAA Group (IFAA) comprises three businesses operating within the broader finance sector, each with their own distinct – but complementary – service offerings. Industry consolidation, changes to financial services regulations and increased competition resulted in operational challenges for the business and over time impacted IFAA’s market perception and visibility.

With a new investor on board, IFAA sought to push the ‘reset’ button to focus on its growth and reposition itself in the market. A critical element of this was to define a new brand positioning and narrative for IFAA and its component businesses that clearly articulated each business’ offering and well position the Group to target new client groups and build its market share.

The project goals were to deliver:

• A better understanding of how the parent group and subsidiaries should be defined in connection to each other and separately
• A shared understanding of what the organisation’s message to the market should be, presenting the Group as a genuine alternative to incumbents in the market
• A succinct value proposition
• A way to present the organisation as both a new entrant, but also as a provider with significant experience and track record behind it

BBS was engaged to provide strategic brand and communications advice to guide IFAA’s re-emergence in the market, developing an entirely new brand architecture from the brand values through to brand personality, promise, tagline, overarching narrative and individual messaging for each of the businesses that provided the go-to-market language for the various businesses value propositions.