As part of an exciting new strategic direction, the Financial Planning Association (FPA) today previewed a new brand identity and logo as a component of its move to position FPA members as trusted professionals.
The new logo will be supported by a new advertising campaign that will promote the higher standards of FPA professional members to consumers and the industry. It will differentiate Financial Planners who are members of the Financial Planning Association from other financial advisers.
Rebecca Murray, General Manager of Membership & Marketing said the new logo has been approved by the FPA Board and will be gradually phased in from March 2011.
“The new FPA logo will assist us in our objective of repositioning FPA members as trusted professionals with higher standards,” Ms Murray said.
“The FPA brand will symbolise a seal of quality and authenticity or a mark of trust for financial planners.”
In the proposed New FPA Strategy, from July 2011 onwards, the new brand and logo will only be able to be used by FPA Professional Practices. Professional Practices are local practices that have achieved high standards of FPA practitioner membership.
FPA CEO, Mark Rantall said this was an important move for the FPA to encourage greater consumer trust.
“FPA professional members, both Associate Financial Planner and CFP Professional, have individually pledged to uphold our Code of Professional Practice. This is a key differentiation to other financial planners.” Mr Rantall said.
“It is important to communicate to consumers that our Code of Professional Practice is world leading and all FPA professionals must adhere to it. We are very proud of the Code, and we want consumers to know that the Client First principal and other standards which are higher than those required by law, are enforceable for our members,” said Mr Rantall.
“Our new strategy and advertising campaign will now be the subject of member consultations from now until April 2011. We encourage members to provide feedback. We will be running National Roadshows in March 2011 to allow members to provide face to face feedback,” Mr Rantall said.
