Since their inception in 1994, Defined Contribution Advisors, Inc. has been helping companies build strong retirement programs for their employees, by delivering trustworthy expertise, independent guidance, and unbiased recommendations.

While Defined Contribution Advisors had a well-defined brand with solid equity, they knew that they had the potential for so much more. After an objective audit of its communications efforts, the firm hired Circadian to develop a new brand identity to help them start on the path to achieving their long-term marketing goals.

Goal Setting

Client feedback revealed positive images of Defined Contribution Advisors as stable, capable and reliable. The audit also revealed the need to clarify the depth and scope of services offered.

Circadian was charged with creating a new brand identity that would quickly become a recognized mark and would be more flexible in than their existing one. Communication materials needed a clean, progressive look that conveyed the forward-thinking nature of the firm. And all communications had to focus on the firm’s client relationships and independence of thought.

Execution

While firm’s legal name will remain Defined Contribution Advisors, Inc., in branding applications Circadian recommended shortening it to DCAdvisors, the more familiar handle clients use on a day-to-day basis. Circadian also developed a new tagline — “Passion. Commitment. Integrity.” — which communicates the unique values that makes DCAdvisors such a valued partner to its clients.

The services that DCAdvisors provides are related to the people they work with, not the products they sell. To achieve their stated goals, Circadian developed a fresh logo & identity system, as well as a variety of digital and printed collateral. These included stationery, presentations, newsletters & other communications materials. The new branding focused on the interaction between the client and the consultants. This reflects DCadvisors’ strongly-held belief in the importance of value-oriented relationships.

In addition to the new brand identity, Circadian went on to design and develop a new, corresponding website. The site was built on a Content Management System (CMS), which allows DCAdvisors to update it at their convenience with timely resources that are relevant to their clients in a changing economy. It also provides a client-accessible file storage area with a secure login.

Success

According to Dan Esch, DCAdvisors’ Managing Director, “Our success as a consultancy is based on relationships, and at the core of any solid relationship is clear, effective communication.

“Consistently, clients tell us what they appreciate most about DCAdvisors are our passionate focus on retirement plan consulting, an unqualified commitment to our fiduciary responsibilities, and the unbiased integrity of our advice and guidance,” continued Esch. “The new branding emphasizes these core values. We are confident [it] will pay dividends by providing a platform on which to better engage with our clients over the long term.”