Secured Finance Network: SFNet
Secured Finance Network: SFNet
Re-branding and naming a professional financial association for its next 75 years
The Secured Finance Network (formerly the Commercial Finance Association) brings together secured lenders, finance companies, factors, service providers, and others who do the important work of providing the capital that fuels our nations’ economies.
For three quarters of a century, the association engaged a wide range of professionals and organizations, helping them succeed through networking, valuable data, relevant education, and advocacy.
But as the organization grew and added programs, events, resources, and chapters—some branded quite separately—it became harder for the [then] CFA to get credit for all its efforts—and harder for prospective members to understand the organization’s value and how they might meaningfully connect.
Additionally, there was the need to clearly separate ethe organization from the better known “CFA”(Chartered Financial Analyst).
Based on input from the organization’s different constituencies, internal and external audits, and an analysis of the organization’s brand architecture, we developed a set of guiding brand attributes, key storylines, high-level and constituent-specific messaging, criteria for a new name, and a new name and descriptor that garnered quick and enthusiastic acceptance.
Objectives
- Effect strategic repositioning to revitalize the[then] Commercial Finance Association brand
- Re-name to separate organization from better-known “CFA”
- Bolster earned income through increased membership and event attendance
- Increase relevance for younger and more diverse financial professionals
- Welcome professionals from allied fields
- Better establish SFNet as a resource—and vibrant community of people and ideas
Collaboration
- Worked with leadership to refine and articulate a vision for the next decades
- Conducted wide ranging focus groups to gain understanding of benefits of (and barriers to) connection and membership
- Re-named organization: from initial criteria through to trademarking process
- Developed short-hand “SFNet”—in itself a brand message
- Put in place new brand architecture to help organization to “get credit” for its endeavors
- Created new visual system to support name, architecture, messaging, conferences, and web
- Planned brand / name transition and rollout
- Scripted two conference opening presentations including video
- Documented system to support efforts of communications / marketing staff
Scope
- Qualitative research
- Internal / competitive communication audits
- Brand strategy / architecture
- Naming
- Messaging
- Visual system
- Print collateral
- Social media strategy
- System documentation / training
- Rollout / transition planning /execution
- Conference and event consulting
A new name, graphic identifier, and descriptor
Each element of the organization’s symbol provides an opportunity to build a story.
- The progression of white squares welcomes organizations of different sizes.
- This series also connotes growth—and charts a progression from individual members… to chapters… to the national organization… to international.
- The lock-up of the dark blue shape with the larger chartreuse shape speaks to security and strength.
- The four sides of the symbol reference the organization’s four areas of focus: networking, education, advocacy, and data.
- Taken together, the symbol talks to community—to true “association.”
A friendly, message-advancing shorthand
Organizational names of several words often get contracted and abbreviated. Rather than wait and see what might devolve, we posited a shorthand moniker that in itself sends a contemporary message that reinforces the group’s attributes and value as a network. It also became its URL.
A rationalized system of sub-brands
Where we started: In addition to a second organizational graphic symbol, every program was branded separately—and each year’s conference had a unique identifier. This “strategy” generated confusion for members and participants and made it very difficult for the organization to get credit for its hard work—and very difficult to build recognition and value.
To replace this hodgepodge of names and graphic identifiers, we put in place a brand architecture that gives appropriate differentiation to SFNet’s programs, chapters—and its allied foundation—while always building equity in the parent brand.
Key storylines
SFNet’s brand storylines capture the most important facets of the organization. Evolved from our research, they build on attributes to be reinforced (and aspired to), and reinforce SFNet’s four areas of focus. They’re a palette communicators can draw upon—and they provide different points of connection to members and prospective members.
1. Your essential, professional community
2. Networking to drive your business
3. Industry data to help you see around corners
4. Knowledge to advance your organization—and career
5. Advocacy to move our industry forward
6. Inclusive and relevant
7. Chapters and a national organization that meet you where you are
The Commercial Finance Association, as it neared its 75th year, had to evolve. Sametz Blackstone was our partner in this mission-critical endeavor. They developed guiding brand attributes, key storylines, our new name (and paired descriptor and shorthand name), and a cohesive brand architecture. This work then informed our new graphic identity and visual system—and a compelling set of print, digital, and environmental communications.”
Richard D. Gumbrecht
CEO, Secured Finance Network
Launching a new name and brand
The new brand was rolled out across two conferences: the first laid the groundwork for change and set expectations; the organization’s large, annual convention “lived” the new brand across strategy, messaging, and visual expression.
Stationery Suite
As part of the launch, and to celebrate SFNet’s 75th anniversary, we scripted a series of humorous, decade-specific video vignettes that also honored members who had been influential in the organization’s history.
To enable both inhouse and outside consultants to build effective communications that also work hard to build the new brand, both the strategy and tactics of the new system are documented in detail.
All came together to great acclaim at our 75th anniversary annual convention. We now have the thinking and tools to increase relevance and visibility; bolster membership and earned income; get credit for our range of programs and services; and present ourselves as the exciting resource and community that we are— and are becoming.”
Richard D. Gumbrecht