As a strategist operating in the world of financial services, it is not unusual for me to look at the delivered content of three or four financial sites a day—most of them full of interesting information, but not very easy on the eye. I can usually navigate around them without difficulty, but none of them would win awards for online acumen or branding know-how. So, I was particularly pleased and surprised to see that one of my daily sites, AdvisorOne.com changed its brand, name, positioning line, logo, and site to ThinkAdvisor.com. A notice at the top of the home page clearly establishes the purpose of the site: “a complete professional development and thought leadership destination for financial advisors.” Editorial Director of Summit Business Media Jamie Green states: “ThinkAdvisor.com is more than just a new name. Advisors are busy, but they’re also very thoughtful people. ThinkAdvisor.com goes beyond a news focus to a complete professional development and thought leadership destination, with tools and resources to help them succeed in running their businesses and serving their clients.”
I think the new name and logo are huge improvements. AdvisorOne had no attitude or presence and the old logo cried out for a redesign. The simple, type-only logo is strong and elegant, and reinforces the mission of the online publication by bolding the word, “Think.”
While the new site will probably not win any digital design awards, it presents information in a clear way, and allows one to sort resources which are helpful. More consideration should have been given to the treatment of the material below the fold. Scrolling down, there are categories of information that seem to be strung together with little thought or logic. The new site is responsive so it scales to whatever size screen it is viewed on—from a smartphone to tablet to a full size monitor. And it is clear that some viewing ratios look better and more logical than others. The publishers have thoughtfully provided an introduction to the new site and where to find favorite features. And the daily and weekly digests are clear and easy to scan.
The new brand refresh sets a higher standard for financial pubs. RIABiz, Financial Advisor, and the like: It’s time to look at your own brands and see if they pass muster.
