I may be a little biased, but the power of a good brand never ceases to amaze me.

Whether you’re a marketing professional or not, it can be hard to imagine how some of the major companies out there with phenomenal brand reputations such as Apple, Google, Amazon and Nike have ascended to their uncontested brand thrones.

Well, I can tell you with certainty it wasn’t by accident.

What they, and others like them, have done better than most (and what businesses of all sizes can learn from) is this: They’ve built their brand to be a reflection of their business strategy, and as a result they’ve connected the experience they deliver to their identity in ways that have transcend the marketing paradigm.

In other words, the brand is as strong as it is because it aligns with the value of the product or service offered. And vice versa.

From Rebrand To Redefine

As a chief marketing officer, this topic is near and dear to my heart for all the obvious reasons, and one that’s more than timely. 

A few months into my new role with Orion, I confidently declared that Orion was far more than just a portfolio management solution. As it turns out, this was a pretty monumental understatement (or perhaps a bit of foreshadowing), as we have since embarked on—and have just about completed—a major brand evolution with the unification of FTJ FundChoice, CLS Investments, and Constellation Trust Company under the Orion identity. 

It’s easy to look at all of our new visuals (which I’m pretty proud of) and think our “rebrand” experience ends there: 

• New names, logos, color palettes, and graphics
• Four reimagined—and better connected—company websites
• Nearly 1,000 new pieces of marketing, training, and operational collateral
• Countless communications, and this list goes on.

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