FPSC unveils new name, new brand Brand identity better reflects association’s purpose around financial planning Monday, November 30, 2009 By Megan Harman

The Financial Planners Standards Council unveiled a new name and brand strategy on Monday, in a move to align its brand identity with its central purpose of ensuring Canadians’ financial planning needs are well served. The organization will still be known as FPSC, but its full name is now “Financial Planning Standards Council”, instead of “Financial Planners Standards Council.” While the change in name is subtle, the association said the significance is substantial. It said the name more aptly conveys its role: ensuring the financial planning needs of Canadians are well served, and advancing financial planning standards in Canada. “Our brand revitalization is in keeping with the evolution of FPSC’s role as the needs of Canadians continue to evolve,” said Tamara Smith, vice-president of marketing and brand management at FPSC. “As we articulated our strategic plan, we saw an opportunity to more fully align our brand identity with our central purpose which has become more refined these past years. While our mission is still about professional standards in financial planning our work is broader in scope, with our central purpose ultimately about ensuring the financial planning needs of Canadians are well served.” The association added that the new identity differentiates FPSC from financial services providers. The re-branding includes an updated look and overall identity, including visuals and typography that speak to a strong, contemporary organization in motion, FPSC said. The association also launched a new website on Friday, which features several improvements. For example, the “Find a CFP Professional” and “CFP Professionals in Good Standing” functions have been retooled to make them easier for people to use. The CFP search tool also now allows visitors to perform a Google map search to find CFP professionals closest to their region of choice. FPSC’s brand strategy involved extensive research and testing with various stakeholders. The effort was Led by Joanne Balles and Associates and Solange Rivard.

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