“Advice Is Our Craft” is the UBS wealth management advertising line. Which means, for all intents and purposes, it’s their tagline. And brand claim. At least that’s the way one might parse it in the brand strategy business. It’s singular. It’s an important customer care-about. And it is pithy.
What it is not is unique.
Most every wealth management company offers advice. Brand strategists will tell you it is best to have a brand strategy claim built around a unique value. I heartily agree. But sometimes a customer care-about is so strenuous a second-tier value is not a market mover. So, what do you do?
What you do is adapt your culture, ethos and customer experience to that value. Just know it’s hard to own when other competitors profess the same thing. And it’s expensive. But if you truly commit and put as much wood behind the arrow as possible it can work. It must become a singular undertaking. It can’t be diluted. In the case of UBS, it has to be operationalized and proven every day.
Strategy, as Mark Pollard rightly states, is your words. It’s the deeds that deliver the brand. And that is particularly so with a common brand value.
Peace.
