All part of the grand design
Q. With the regulation watershed, and consequent merger and acquisition activity, many brokers are looking at refreshing their firm's corporate identity. What are the main points for consideration?
Embarking on the design of a new corporate identity can be a powerful catalyst for change, requiring an organisation to examine itself closely.
It is important when doing this that everybody within the organisation subscribes to a vision. Why? Because a broker's services describe what they do, but not how they do it - this is what the client experiences and is what builds profitable and enduring relationships. The purpose of an identity, or brand, is to embody the ambition, drive and personality
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