Scott Morrow has never been one to shy away from an opportunity. From a blue-collar family, he set his sights on a career in finance and rose to executive leadership roles on Bay Street. That said, throughout his more-than-three decades in corporate finance, he has stayed true to his roots as an avid angler and hunter.

With a wealth of experience and a strong desire to share his knowledge with his community, Scott left the corporate world to start his own financial advisory business working exclusively with anglers and hunters. As the Founder and Head Guide of Outfitter Financial, he is passionate about giving back by delivering on his brand promise, Guiding anglers and hunters to wealth and beyond.

Scott is a national authority on the use of life insurance as an asset class in financial planning. What sets him apart even further is his unique approach to meeting his hunter and angler clients wherever they are (whether in the field, in the woods, or on the water), understanding their values, and building financial plans tailored to their individual goals.

The name Outfitter Financial and the aforementioned brand promise speak to how Scott equips his clients with the tools they need to exceed their financial goals. Further, the brand assets delivered by Coin Branding showcase how clients trust Scott – not only for top-tier financial advice, but as a peer who also enjoys the thrill of the hunt and the catch of the day.

Name: Outfitter Financial

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Brand promise: Guiding anglers and hunters to wealth and beyond
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“Coin Branding delivered beyond my expectations. If it wasn’t for what the team produced, I don’t think I’d be here today… Knowing that my brand is not just here for a month or two, it’s here to stay forever.”
Scott Morrow, CEA, CLU
Owner and Head Guide
Outfitter Financial

As a teenager, Mark Levine fought his way back to health by relentlessly asking a simple question: “Why?” Why exactly was he so sick, for example? And why was this treatment or that treatment better? This tenacity and curiosity – the hallmarks of his “don’t-take-no-for-an-answer” spirit to the present day – are what get his clients the best possible results from insurance companies.

As an MMPA and accountant holding both the CPA and CA designations, and through a constant commitment to industry training, Mark’s level of understanding of tax and estate planning strategies is something that most advisors simply do not have. In fact, his mission is To co-create highly tailored solutions with highly engaged clients – because he is not looking for transactions, he is looking for partnerships. Hence a brand promise that puts a premium on collaboration: Let’s find your future.

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Brand promise: Let’s find your future

Website by Kobayashi + Zeitguys: www.integratedfs.ca

“Working with Andris has been exceptionally rewarding for Integrated Financial Strategies. He assisted us in expressing our new value proposition, brand messaging and tagline to our clients, along with redoing our website and social media presence. His marketing and branding expertise are second to none!”
Mark Levine, MMPA, CPA, CA

More than forty years after John Ardill started in the business, the time had come for his son Ian to take the leadership helm and for the Ardill Group brand to align with this new generation of leadership – while reflecting the very best of its past.

Our ThinkAudit client survey process revealed that not surprisingly, John and Ian have much in common – including a distinctly independent bent, an overriding focus on patiently building an exceptional ecosystem of expertise around every client, and a profound commitment to walking with clients through their financial lives.

Their multiple levels of diligence are summed up in this brand promise, the cornerstone of their new brand foundation:  Just the right match for your money.

Promise:  Just the right match for your money
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Newsletter:  The Ardill Independent
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www.ardillgroup.com

“Andris, I am so excited because your work on our brand is clearly having an impact in three ways:

• We are getting more referrals, because people are checking us out online before they meet us, and they are so impressed by what they see.
• Our current clients are doing even more business with us, because they are more aware of what we do, and how we do it.
• Our client meetings are more effective, because the work you did on our brand language allows me to express our value more clearly.

Our brand messaging, tagline, website, photography, video, newsletter, logo and social media.  We love all of it!”

IAN ARDILL, B.A., M.T.S. | Private Wealth Advisor | CEO, Ardill Group

The formalization of three partners – Gillian Stovel Rivers, Andrew Hawryluk and Adil Mohammed – as equals in the business was the catalyst for articulating a new value proposition, a new name, Surround, and taking both to market.

Our ThinkAudit survey process revealed that these advisors have a unique team approach.  The entire client experience from beginning to end is crafted and improved upon each year through their collective expertise in wealth planning, tax, estate and investment strategy. In addition, each of Gillian, Andrew and Adil brings to the table a unique communication style that adds up to a comprehensive whole.  And so the upshot that led to their new name:  whatever your needs are, whatever situation arises, they’ve got it surrounded.

Also integral to this brand is a deeply held belief, articulated as one element of the Surround Manifesto, that wealth is more than money.  In fact, it’s whatever you want it to be – and, thinking of wealth as a verb, everyone “wealths” differently.  It all adds up to their brand position, given a second level of meaning by the different skills possessed by each principal:  There’re more than one way to wealth.

Name:  Surround
Position:  There’s more than one way to wealth
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Newsletter:  The Surroundup
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www.surroundwealth.com

Merger and acquisition situations always involve sensitivities and hot button issues for the acquiring and acquired alike. Our job was to bring together the leadership teams of Morneau Sobeco and Shepell fgi and facilitate a mission/vision/values – and to develop names that crystallized their three lines of business.

Sun Life’s strategy is not to push product on financial advisors, but to bring them a rigorous program of business development.  Hence the tagline:  We help. You grow.

“Change is good, so they say. While change may happen, at Producer’s Group we believe some things shouldn’t be lost to change.  Important things like your future, your family’s future, your business, your legacy.  In the face of change, we can help you keep hold of the important things.  Because same is good.”
From The Producers Group website

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Positioning:  Same is good®
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www.producersgroup.ca

Our ThinkAudit research made crystal clear that clients viewed founder Elke Rubach and her team as not pushing product, but as giving generously of their time to provide comprehensive solutions.  Add to that Elke’s insistence – driven by her own personal experience – that the person in front of her is not whom she is ultimately working for.  Instead, it is the people and causes they care about.  It all added up to the company descriptor Holistic Family Advisors and a brand foundation with the provocative positioning:  You are not the client*

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Company descriptor: Holistic Family Advisors
Positioning: You are not the client*
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www.rubachwealth.com

It was our pleasure to create the name and tagline for Canadian Tire’s new value brand, to be applied to hundreds of products.  Drawing upon its primary feature – that the products were every bit as good as the national brand, but without the bells and whistles – LikeWise is Just what you need®.

A brand is what people think of you. So what do they really think?  We conducted stakeholder research, uncovered that Purolator was not making sufficient use of its true point of difference vs. FedEx and UPS, and made recommendations for doing so.