Created in Austin, TX by Invenio

Brand Questionnaire

Current Brand

Do you have a mission or vision statement that articulates your company’s brand?

“The more money you have, the more people there are who want to tell you what to do with it. Choosing the right financial advisor from among the teeming hordes eager for your business can be a daunting task.

So why should you consider The Kentor Company? What makes us different from everybody else? Panoramic financial vision. Our approach is comprehensive, encompassing the factors that affect your financial well being, from investments to estate planning to insurance. We don’t do everything for every client – our level of involvement is entirely up to you – but the point is, we can. Our expertise goes far beyond that of your typical investment consultant or portfolio manager.

We’re financial strategists. We devise (and constantly refine) strategies for setting your goals. We pull from among the finest talent and resources from every sector of the financial world in order to give you every possible advantage. If we don’t have what you need, we go find it. If we can’t find it, we create it – whatever it takes to assist in maximizing your financial potential.”

The Kentor Company provides a wide range of services: core investments, life insurance, and private office — mortgage, property and casualty, legal documents. They have relationships with lawyers and other advisors. This means better coverage and better plans (no more being underinsured). They’re going to make sure your wills done and updated. This seems rare for the financial advisory and insurance industries, but they will field questions on anything.

To create long-term relationships and trust in this way, you can’t charge for every interaction. You can’t charge someone for all of the uncomfortable discussions that are necessary to have proper coverage, investment, saving, and end-of-life visibility. So, at The Kentor Company, they’re patient. They guide you and keep you on course. Often times, these are therapy sessions, and you work towards better solutions together. And you understand a more global view in the end.

Is there anything about your logo or current brand that you’d like to keep?

Basically no. It’s all up for grabs. Need link on site to Lion Street.

Are there any brand pieces that really articulate what you want from your brand?

This could a powerpoint, a mailer, your business card, anything that is doing it well. Tell us why.

N/A

What about your product or service makes you unique? How do you articulate that to your clients and prospects?

As planners, they have a different view of the entire process than a stock broker, for instance. They have a more global, holistic view. Often clients will come in for one purpose and will need education on another. No one is too small to work with Kentor Company. They don’t require upfront money, and they’re often not paid for services. In some cases, they’ve devoted a lot of time without compensation.

Competitive Analysis

Who are your competitors? What are they doing well?

No one has a similar model. Brokerages and insurance companies have some overlap, but Kentor Company will often get referrals from other similar industries.

Do your competitors have a brand or website you like?

N/A

Logo Preferences

Let us know if you have any preferences for font, imagery, or color.

Please share examples of logos you like from any industry.

Traditional + Modern look

Should your logo be text only? If not, what best describes any imagery you’d include?

Let us know about colors, style, etc.

There’s not really any imagery or iconography that would lend itself to a brand mark. Possibly KC combination.

Site Preferences

Please share websites (from any industry) that you enjoy.

Let us know what you like about these.

N/A

Imagery

Let’s discuss your thoughts for photography and imagery.

This includes setting, lighting, attire, and setups.

From Keith M.: their current site has Dada / Surrealist / optical illusion black and white imagery that is also displayed in their offices for consistency. A similar optically interesting, more colorful and relevant stock photography palette would be a great direction. And would work well in the office too!

Brand Content

What content on your site needs to be added or removed?

Let us know if you’re missing content or if anything needs to be updated or removed.

N/A

What legal content does your site need?

This includes any statements required by law, privacy statements, and disclosures about the use of cookies, information collection, and use of data collection and demographics.

Disclosure (site footer)

Brand Attributes

Circle any attributes best describe your brand. Feel free to add any at the end.

Characteristics

  •   Professional
  •   Bespoke
  •   Polished
  •   Affluent
  •   Sophisticated
  •   Approachable
  •   Modern
  •   Diverse
  •   Simple
  •   Conservative
  •   Luxurious
  •   Extravagant
  •   Formal
  •   Edgy

Additional Thoughts or Notes

Use this section to add any other relevant notes or illustrations.

They give clear recommendations to clients. Everyone at The Kentor Company explains the range of options, but at the end of the day, there’s a recommendation of the best way to move forward. And there’s usually no “why did you do _____?” They explain their thoughts thoroughly and patiently.

As a result, clients learn to rely on this advice, and they want to do more. At the end of the day, clients of The Kentor Company are thankful because they get a more global understanding. Everyone in the firm has experience through life, different financial cycles, and personal experience, and clients really appreciate that.

A model that relies on advice with billing and planning demands a lot of conversation and patience.

At The Kentor Company, they’re not going to just jump on the newest financial tool and move everyone’s money. Each tool has multiple purposes, but they’re here to help you see things creatively to find a perfect solution for your situation.

The Kentor Company treats each client like a puzzle. They’re problem solvers. You can’t have family and career and manage all of your finances alone. Their job is finding your blind spots and clearing an easy path to financial success.