1. AFPF Brand Pyramid Brand Essence Brand Values Brand Personality
Delivering
the highest standards in financial planning
Brand Essence
AFPF accreditation
means that firms will always:
Put clients first
Be completely reliable
Maintain the highest standards
Brand Values
AFPF firms are accredited by a regulatory
organisation which is:
Rigorous, focused, client-centric and
uncompromisingly committed to excellence
Brand Personality
AFPF firms’ clients will feel:
Peace of mind, relief and reassurance; listened to, treated as
an individual and understood; on a clear and well-managed path towards a secure future; well-supported by someone who is always by their side; confident and with high aspirations for the future
Emotional benefits
AFPF firms’ clients will benefit from:
A long-term financial plan which will help them define and achieve their aspirations;
a structured programme of ongoing reviews and updates; a relationship with a highly-qualified planner who is among the elite of the profession; high ethical standards and no conflicts of interest; all remuneration entirely transparent and agreed
Functional benefits