Guardian Financial Planning has announced a new brand and a new name: Guardian Advice.
Introduced at the group’s 10th Birthday celebration in Sydney last week, the new brand is designed to support Guardian’s positioning as a risk-focused boutique intent on partnering with growth-oriented practices.
Executive Manager, Simon Harris, said the rebrand project had been undertaken in conjunction with an external brand consultancy firm, who interviewed staff, advisers and other key stakeholders as part of the development process.
“As a dealer group with a very wide Approved Product List, we believe advisers will choose to partner with us, because we will take care of the nuts and bolts of running an advice business for them,” Mr Harris said.
“This is Guardian’s brand promise to advisers, and the principle by which our people will operate. With our new name and brand, we’ve made a commitment to advisers to take this business from good, to awesome.”
He said the new name was founded on Guardian’s three rules of good business:
- Living with integrity by always doing the right thing by advisers and advisers’ clients
- Continuing to support advisers to run their business their way, independent of unnecessary meddling from the licensee
- Operating as a close-knit network of like-minded businesses to create a professional but fun culture, where opportunities to network with peers are facilitated regularly
“The logo represents a dialogue,” Mr Harris told attendees at the launch. “It’s a two-way communication. It’s a communication between Guardian and its advisers, and between our advisers and their clients.”
The new branding will be progressively rolled out across the network over the next 18 months.
