A Journey Of Reinvention With Franklyn Financial

With a long and well-established history, founded in 1999, Franklyn has been at the forefront of the wealth management industry for over 25 years. With their dedication to exemplary client service and a reputation for reliability, today, Franklyn’s team of dedicated financial experts manage a wealth portfolio of over £450 million.  

During this time of growth, the team recognised that their brand needed to evolve to represent the forward-thinking, high-achieving brand they are today, adapting the brand also to represent changing market dynamics and appeal to a broader demographic. They wanted to convey their dedication to excellence and redefine their DNA with a new brand identity.

We asked Andrew Chatterton, Managing Director and Chartered Financial Planner APFS, to tell us about how the company embarked on a journey to develop a new brand identity while preserving its core values of service, integrity and innovation.

“The rebranding process was very much a collaboration between Franklyn and A Story Called. Through in-depth interviews with clients and employees and collaborative brainstorming sessions, the essence of our company was captured, laying the foundation for our new brand identity. Throughout the rebranding process, we kept going back to our vision for the new brand, which ensured that the new Franklyn brand reflected Franklyn’s values and would also meet our growth plans for the future. The biggest change being to proudly declare our brand as Franklyn instead of FFM, which historically we’d used to represent Franklyn Financial Management.”

“The rebranding process started in May 2022 and took around six months, with A Story Called managing the process. We unveiled the new Franklyn brand in February 2023 through a comprehensive communications campaign to clients and employees. Part of this was our new Franklyn Brand Bible, which we continue to use today to make sure the brand identity stays solid and consistent.  

“After its launch, the new Franklyn brand received overwhelmingly positive feedback from customers and employees, much better than we expected. The new Franklyn brand was exactly what we wanted: a bold, modern identity symbolising the company’s evolution and growth, which made our clients feel like they were part of the Franklyn family.”

“The new Franklyn brand represents a family of services and specialisms that can stand alone or under the wider brand umbrella, such as our Franklyn Elite Sports division. The new Franklyn brand also leaves room for growth or additional sub-brands in the future. This means that additional streams and diversity can be added without diluting our solid new Franklyn identity. The new Franklyn brand is elegant, bold and allows room for growth.”

“To further cement our new Franklyn brand and engage our client base further, we worked with A Story Called to produce a lifestyle magazine and client communications plan. We’ve also created new branding assets for Franklyn’s marketing materials for seminars and other events, such as the Winter Waltz and Summer Swing charity events.

“But the new Franklyn brand delivers so much more than just the aesthetic appeal. I’d say the rebrand has been a great decision for morale and our bottom line as it has contributed to an incredible 400% increase in new business enquiries within the first year of the Franklyn brand launch.”

Looking ahead, Franklyn aims to capitalise on its new brand identity to enhance its digital presence further and drive conversion rates. 

“A Story Called produced a new bespoke website for us and has supported us as we increase our digital marketing efforts. Plans are underway to implement more advanced technology on our website and leverage strategic partnerships with sports organisations to expand our reach and attract new clients. We have also been working together on our customer-first strategy, which has included some very detailed analysis and segmentation to ensure we remain ahead of the pack in our approach to Consumer Duty. The company remains committed to growth and innovation, cementing our position as a leader both locally in Cheshire and on the national stage.”

Franklyn’s journey from a traditional wealth management firm to a modern, forward-thinking brand demonstrates the power of thought-through, strategic rebranding. By embracing change and investing in their identity, Franklyn has revitalised its image. 

…and the final word from Andrew:

“Franklyn’s commitment to ongoing investment shows the importance of reviewing branding and striving to adapt to the competitive wealth management industry space. Those who succeed long-term will be those who invest in this client-focused approach, which will drive business transformation. It is the companies that take this approach that will reap the rewards.”

Many thanks to Andrew for kindly providing this client story.
To find out more about Franklyn visit their website at franklyn.co.uk