“We’ll work for your trust.” VIST Financial, a 101-year-old financial services company, said it and meant it when they entered the Philadelphia market. For VIST, trust is built right into their name: Vision, Integrity, Solutions and Trust. It’s been a core pillar to their organization.
For a consumer, it’s all talk if you can’t back up your promises. Knowing everything that has occurred lately with large financial institutions, with mortgage concerns and with Wall Street issues, in particular, we decided to make trust the focal point of our messaging. No one else was talking about it—neither large banks nor small banks, many of whom had long legacies within a market new to VIST. And more importantly, it was a position that VIST could deliver. Trusted financial advisor is a big part of who the organization is. We featured people who worked for VIST and who were well-known in the Philadelphia market—recognizable faces to convey a message of trust. It was a way to demonstrate their brand promise in a new market. There was an opportunity for someone to come in and own a competitive distinction and position of trust. It solidly positioned them within that market.