Advanta IRA and Midland IRA, with offices operating in Fort Myers and Chicago respectively, wanted to consolidate their activities under one brand. Over the course of time and the use of different names in each market, the firms’ identities had become clouded. Both provided the exact same service mix and served the self-directed IRA investor, but maintaining two brands was both confusing and more costly.
Pearl Brands gathered perceptions of both companies’ strengths, what their respective benefits to investors were and how those translated into their brand personalities. The decision was then made to maintain the Midland name for all operations, with the tagline “Freedom to Invest.” This supported the key benefit of self-directed IRAs giving investors more freedom and flexibility, while a new logo gave both markets a renewed sense of commitment both internally and outwardly. The logo, using the letter M formed by an arrangement of converging lines, was used to represent the many components the self-directed investor has—many not available in traditional IRAs. This was then incorporated into the company’s new website and other marketing materials also developed.