Brand Renovation Drives Global Sales

Based on a Nerland trust:works audit and communications campaign, McKinley Capital Management was able to clearly articulate the benefits of their unique investing approach to sophisticated institutional financial clients across the globe.

The Challenge

McKinley Capital Management needed to renovate their brand so that it better reflected the firm’s stature in the global investment community.  In addition, the company felt their current pitch tools were not effectively communicating the benefits of the firm’s unique investing approach.

Strategic trust:works Insight

After a careful audit of current communications tools, one-on-one meetings with staff and a review of client presentations, Nerland Agency developed a branding communications platform that represented the unique qualitative and quantitative approach used by the firm.  Key to the effort was demonstrating the trust dimensions of technical competence, as well as reliability and integrity, to these external stakeholders who have a high intensity relationship with their financial investing firm.

The Nerland Solution

Branding guidelines and tools developed by Nerland Agency were prepared to clearly communicate in an efficient and consistent manner the firm's point of difference around the globe. Critical to the development was creating materials that grew increasingly detailed as a prospect/client level of engagement increased with the firm. All aspects of the company’s communications were renovated including logo, website, presentation books, and assorted other collateral materials.

As a result, McKinley Capital’s business has been elevated through their ability to more clearly pitch their point of difference to potential clients. 

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