A renewed brand for an evolving company
The situation:
The company formerly known as PCA-RBI faced several of significant challenges. It had expanded its offerings from basic retirement and insurance packages to robust wealth management and wellness services. However, it was struggling to get its primary customer base of church pastors to embrace these services, and was saddled with an outdated and immature brand—a brand too confined to its roots in the PCA denomination.
BEFORE
AFTER
The insight
Most church leaders struggle with the idea of saving and investing for their personal gain—they want to see every dollar put to use in their community. Simply telling them they deserve it only triggers the guilt. The key was in understanding why they chose their vocation: to help others. We had to help them realize that they can have greater impact on the lives of others when their own critical needs are met.
The strategy
In addition to rebranding the organization—the new name paid subtle homage to the birthplace of presbyterianism—we developed a tagline: “We Serve Because You Serve.” We repositioned away from wealth management focus and toward the idea of holistic wellbeing, with financial preparedness being one aspect. With this new framing, Geneva Benefits Group was able to align with the values of their audience and bring a sense of larger purpose to the brand.
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Wesley Gant 