Naming a proprietary financial-planning process
The Challenge
A family-run financial advising firm in Flagstaff, Arizona, wanted to develop a proprietary name for their process of onboarding clients, as well as names for each of the three steps involved in that process.
The name needed to help set the firm apart, engage clients, and connect seamlessly with the firm’s existing branding.
The Solution
The firm, Babb Financial Group, already leveraged the mountainous topography of the town in its tagline: “Elevate Today, Plan for Tomorrow.”
And so a perfect name for the process did the same. The Guided Ascent Plan (GAP for short) spoke to improving circumstances, constant support on the journey, and customized advice.
The steps for the process kept it simple, friendly, and in line with the idea setting out on a journey. There was the introductory meeting (Ready), the financial review (Set), and the delivery of a customized plan (Let’s Go!).
