Financial Adviser Brandbook

In it with you .

Adviser Brand Book An exclusive look into how our refreshed brand works for you - our advisers

Index .

The

Liberty brand .

OUR BRAND JOURNEY A note from Johan Minnie The world we live in The people we serve Our client (hu)manifesto

4 5 6 7 8

YOUR BRAND Our Tonality Your personal brand guide

8 9 11

CORNERSTONES OF OUR REFRESHED BRAND Our purpose Our brand character Our promise

12 13 14 15

OUR BRAND IN ACTION How we give life to the liberty brand How to live our brand of leadership How our advisers are ‘in it’ with our clients Leveraging Liberty

16 17 18 19 29

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Dedication.

This book is dedicated to all of the super-smart, switched on financial adviser rock stars we are happy to count among our business partners.

Our brand journey.

“The way we build the business is the way we build our client relationships – by being involved, being in the picture with what’s going on, and being front of mind when a client has a need.”

Theesan Naickk

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Fellow humans of Liberty , Liberty is over 60 years young. In all the time this brand has been around it’s been evolving, changing, racing ahead, pushing, pioneering and blazing trails that others in the industry have followed.

In a time when the world is changing in so many ways, for so many people, we took a fresh look at the Liberty brand. As a result, we reoriented, reprioritised , refreshed and repositioned who we are, what we do, how we speak, and what we look like. At a time when people are craving human contact and authentic connection, Liberty is now poised and positioned to answer that most fundamental human need.

The fresh look and powerful positioning has all of the seriousness and consideration that has brought us this far, combined with enough flair and foresight to take us so much further together into the future we want to build together. s a highly valued business partner, your wants, needs, skills, expertise and potential are at the heart of A the changes we have made. Your role has never been more critical to the growth of our brand and the wellbeing of your clients. Never before has Liberty been in such a position of confidence and clarity.

Yes, the future is more uncertain than ever, but it has provided the ideal springboard for driving our transformation.

Thank you for partnering with us this far, get ready to go so much further! Over to you, Johan Minnie

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Our brand journey.

The world we live in .

We live in challenging times.

We live in an always-on, socially-connected world where people have come to doubt that Big Business has the will, never mind the ability, to make them financially free.

The idea that a business can put people first is harder to believe than ever.

Ultimately, people have lost trust in the financial services category* and the motives of the advice professionals that work for them.

Within this context, the brands that do good things instead of just talking about them will always have an advantage. Companies that do good are also more profitable, and that’s good for everyone.

Going forward, we shouldn’t just benchmark ourselves against other financial brands, but against all other brands. After all, we want to be just as loved as our clients’ favourite soft drink or sports brand. *At 57 percent trust among the general population, financial services remain the least-trusted sector measured by the Trust Barometer.

2019 Edelman Trust Barometer: Financial Services Report

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Our brand journey.

The people we serve .

We serve those who strive for better.

The financial life of aspirant middle-class South Africans is harsh and unpredictable. Most are just a few paycheques away from real trouble.

But they are driven by a sense of ambition and responsibility. Motivated by a desire to improve the circumstances and the opportunities of their families and themselves. They are inventive, resilient, resourceful and proud.

And they need help. Not the empty words of trendy slogans, or complicated contractual small print. They need a helping hand, a reliable partner, a trustworthy guide with a human touch.

It is this realisation, this empathy with our clients that inspired the rebrand and the new positioning for Liberty.

It is these insights that made us rethink how we position our promise as life partners rather than policy providers.

It is this appeal for clarity that changed how we speak about our products, and how we humanise our services.

All of this has gone into the refreshed design and the revitalised positioning of being ‘in it with you’.

This is not a fancy slogan; it is a simple promise. Born from a genuine desire to be the most valuable financial partners in the lives of our clients, it is also a commitment we make to you – our valued business partner.

Let’s be and do better - together.

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Our brand journey.

Our client humanifesto .

Our brand journey.

A simple plea from those we serve: I’m not asking for much.

I don’t want your fancy words, your tired clichés and old metaphors.

I don’t want your big promises.

I want you to listen to me.

Get to know me.

Don’t tell me to follow my dreams, or find my amazing.

What does that even mean?

Tell me the truth.

Work with me to help me take care of my family.

Don’t tell me you get me, show me you get me.

Show me that you understand what it’s like, trying to make a life in this messy, wonderful world.

Just be there when I need you, when I’m vulnerable.

When I call you or click your button, show up.

Make things easier. Make things go away.

I’m not asking for much.

Don’t just show me pretty pictures of dusty workshops, boats, guys with beards building model boats, or kids flying their kites on the beach.

I just want to know that I’m not alone, that it’s going to be okay, and that you’re in it with me.

Seriously.

Liberty. In it with you.

Click here for a summary

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Our brand.

“The way we build the business is the way we build our client relationships – by being involved, being in the picture with what’s going on, and being front of mind when the client has a need.”

Theesan Naickk

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Our tonality.

A human brand shows up in human ways. This has a direct effect on how we communicate.

Tonally, we always keep it real and straightforward. In a category where the language used is often unnecessarily complicated, overly technical and lacking in empathy, we want to stand out by keeping it real.

Wherever possible, we avoid typical stock photography and always attempt to source real, authentic images.

We are in a serious business, but that doesn’t mean our brand doesn’t have personality. Our game-changing spirit lets us be a little cheeky when appropriate. And we do have a sense of humour. Never silly mind you, but a sense of fun that demonstrates ‘we get it’ (it’s funny because it’s true).

We never expect a communication campaign to solve an organisational problem; we should change our behaviour before we talk about it.

If you’re ever unsure, simply ask yourself: What would a human brand do? How would a human brand say it?

Click here for a taste of our tonality

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Our brand .

Our tonality.

What we are:

What we’re not:

Easy to talk to, uncomplicated.

Intimidating (most financial services companies are).

Your genuine partner.

A smooth operator.

Always full of ideas.

Always full of promises.

Humble.

Boastful.

Patient.

A pushover.

Sincere.

Dramatic.

Sensible.

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Pessimistic.

Our brand .

Your personal brand guide.

Our Photography Our Logo Our Colours Click here for details of how to apply the new corporate identity.

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Our brand .

Cornerstones of our refreshed brand.

“We’re in the face-to-face business and 90% percent of your success is relationship building.”

Wynand Bezuidenhoutk

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Our purpose .

Why we do what we do.

Improving people’s lives by enabling their financial freedom.

Financial freedom means people can control their finances instead of being controlled by them. It means having the freedom to make decisions based on what’ll make you happy, instead of what you have to do to survive.

The truth is that financial freedom is easier said than done.

Make no mistake, it’s an audacious goal to pursue. Yet, we believe it’s not just attainable, but absolutely life-changing.

Financial freedom is something we wish for our employees, our advisers and our clients.

Our purpose is to be the partner that will make it possible.

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Cornerstones of our refreshed brand.

Our brand character .

We are human, just like you.

To become a more human brand, we have to understand people, reach out to them, build real connections and change how we show up in the world.

Only by making our humanity visible in the ways that matter most to people, can we truly have a meaningful impact on their lives.

The first thing to do is to behave humanely. This should not be too difficult - we’re all human after all. :-) But it does require letting go of some of our old, cold, corporate ways of doing business.

Every level and division of our organisation has to be seen through a human lens.

Once we see everything from a human point of view, we can start to behave more humanely. What begins as a new way of working inside our walls, will soon burst out into the world.

As we prove ourselves to the people we serve, act by act, claim by claim, day by day, the goal of financial freedom will start to seem very real, and very achievable.

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Cornerstones of our refreshed brand.

Our promise .

In it with you.

What in it with you means.

Life can be tough. It can be even tougher when you’re by yourself.

That’s why we all need someone who’s truly on our side.

As the Coach in your corner, Liberty is in it with you.

We have your back, every step of the way.

And we will walk the walk, while other brands just talk the talk.

IN IT We have skin in the game.

63 Years’ hands-on experience of this beautiful thing called life.

That’s why Liberty is in it with you.

WITH

We’re coming along for the ride.

Committed to being there with you and for you, so that you’re never alone.

YOU

We have your interests at heart.

The right advice and financial services for you.

Our promise is more than just a statement.

It’s something that comes to life in everything we do.

It’s in how we create new products and bring them to market.

It’s in how we talk about these products in our advertising campaigns.

It’s in how our FAs explain these products, so our clients truly understand how they work, and what all the risks and benefits are.

It’s in the firm but fair way that we process claims.

Because, in everything we do, at single touchpoint, we’re in it with you.

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Our brand in action.

“Get an understanding of the client, show genuine care, become part of the client’s family.”

Alan Roetsk

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How we give life to the Liberty Brand .

Our brand in action.

We are doers and problem solvers.

We believe that the things you do, and the way you do them have a lasting effect on the world around you. That’s why actions have always been more important to us than words.

We bring this to life by being less Talk-y, more Do-y.

We are real.

We do the right thing.

We all have a role to play.

To be real is to be human, and to be human, is to be empathetic. So, we should always be understanding of each other (internally and externally) and talk to each other in a real, honest way.

When you begin to look at every decision you make through the lens of clarity, humanity and life-long partnership, it changes the way you do business.

It’s important that we always put our clients at the centre of what we do. That’s how we will show them that we are the coach in their corner, that we believe in them that we’re truly in it with them.

It means that what is right is not merely a matter of what is more profitable for shareholders, but what is more beneficial to all stakeholders.

These five questions can help us in our roles: 1. How can we be more real?

2. How do we walk the walk?

3. How can we get closer to people?

4. How do we show people we get them and care about them?

5. How can we be more open and inclusive?

We bring this to life by speaking plainly and honestly.

It means being on the right side of the future.

Click here for a reminder of how we give life to the brand!

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How to live our brand of leadership.

Our brand in action.

Our new leadership principles As individuals, we each play a leadership role in our personal and professional lives.

Imagine what’s possible.

Do what matters.

Act with humanity.

Few things in life are more creative than building the future. When you think about the ambitions, dreams and concerns of your clients, your imagination will inspire you in guiding them.

By creating a picture of what could be, you help them see what they could achieve with your help.

Plans without actions are meaningless. But there is a hierarchy to the value of the steps we take. As a trusted adviser on the life journey with your clients, they look to you to help them prioritise what needs to be done, in what order, to what degree, to make a difference that will be measurable and meaningful.

You are in the people business. Your clients are human beings that come to you with their hearts and minds open. Their most significant value to you is the trust they invest in you. You need to reward that trust by acting in their best interests every time, at all times, with every piece of guidance and advice you offer them.

These are the principles that will lead us into the future we create together.

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How our advisers are ‘in it’ with our clients.

Our adviser brand behaviours. e have put humanity at the very centre of our new promise W to our clients, our business partners, our colleagues and our communities.

Our brand behaviours are the living manifestation of our promise to each other.

They are not passive or academic, they are active and measurable expressions of client centricity, value creation and professional agility.

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Our brand in action.

How our advisers are ‘in it’ with our clients.

Our brand in action.

I LEVERAGE my professional experience to offer personalised client solutions.

How we do it.

Understand client priority goals and make them achievable Prioritise serving above selling Stay alert to possibilities for clients

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Our language.

“I understand your needs based on what you have shared.”

“To best meet your needs I would suggest….”

“Sorry we can’t do that at this stage, but I do have another solution…”

Enablers.

Client journey analytics Mapping fulfilment process along the journey Care about what the client cares about

How our advisers are ‘in it’ with our clients.

I VALUE my client’s wellbeing over and above my financial gain.

How we do it.

Our language.

Consistently engage with and meet client aspirations and needs

“I’ve been thinking about what you said… and I’d like to suggest…”

Earn trust through advice - even if the best solution is outside Liberty

“I’ve been reviewing your portfolio and can see a risk I’d like to discuss…”

Only the best solution for client situation - no spin, no bias, no exception

“I was thinking about our last conversation… and want to know how you’re doing…”

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Enablers.

Client knowledge through data analytics Dashboards for client insight Innovative and flexible products

Our brand in action.

How our advisers are ‘in it’ with our clients.

I GUIDE my clients towards their best long-term strategies and decisions.

How we do it.

Our language.

Stay ahead of product developments to pick up new possibilities

“I understand your goal… the reality of your situation is…”

Steer conversations towards positive solutions to client ambitions

“I see what you’re looking for… here’s something to help get you there…”

Favour the long-term perspective over the short- “I hear you – my experience tells me this would be term response the way to go…”

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Enablers.

Industry knowledge and trends Company product and service updates White papers, case studies, and reports

Our brand in action.

How our advisers are ‘in it’ with our clients.

Our brand in action.

I APPRECIATE the detailed goals of my clients and align my advice accordingly.

How we do it.

Our language .

Ongoing learning and understanding of tools and “There’s a product that would help us get you fund features closer to your goals…

Adopt the client worldview and align with best possible solutions

“Listening to what you want… here’s how I think we can get you there…”

Keep learning more about client’s shifting goals and ambitions

“Let’s discuss the different ways we can achieve that for you…”

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Enablers.

Industry knowledge and trends Client knowledge through data analytics Dashboards with client insight

How our advisers are ‘in it’ with our clients.

I ENGAGE with my professional network to maximise my value to my clients.

How we do it.

Leverage team expertise to benefit clients Share learnings with teams - including admin support teams See call centre and Liberty employees as part of your support team

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Our language.

Enablers.

“I don’t know enough about… can you tell me more?”

Team platforms to share new learnings and create knowledge

“I recently learned something I’d like to share with you.”

Teamwork and collaboration

“Is there any way you can help me with…?”

Active cooperation and internal alignment

Our brand in action.

How our advisers are ‘in it’ with our clients.

Our brand in action.

I INTEGRATE the cross-functional expertise of colleagues into my advice.

How we do it.

Our language.

Enablers.

Embrace collaboration across disciplines and departments

“How would you approach this issue from your perspective…?”

Deliberate connect sessions with various teams

Learn and share experience and lessons with colleagues

“Can we get together to discuss new ways to look at…?”

Local and international online financial services

Cross-pollinate ideas and insights for mutual benefit

“What would you do for a client that needs [this] solution…?”

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Professional social media connections forums

How our advisers are ‘in it’ with our clients.

Our brand in action.

I SELECT the best products to deliver the maximum benefits.

How we do it.

Our language.

Be constantly curious about client needs and aspirations

“With all that is on offer, I believe this is the best solution for you…”

Understand the client journey and walk in their shoes

“I’ve looked at what’s out there, and this is what I propose we do…”

Personalised rather than generalised solutions

“If I were in your shoes, this is what I would be doing right now…”

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Enablers.

Intimate knowledge of clients needs and journey Complete understanding of products and services Client knowledge through data analytics

How our advisers are ‘in it’ with our clients.

I REVIEW decisions to continually improve solutions.

How we do it.

Our language.

Meet clients at their moment of need one step at “I reviewed your policies, and I think we can do a time better…”

Compare current portfolio against new or emergent needs

“I reviewed your policies, and I’m happy to say we’re in great shape.”

Compare and contrast new offerings with existing benefits

“I reviewed your policies, and there are new developments I’d like to share…”

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Enablers.

Industry knowledge and trends Intimate knowledge of your clients needs and journey Complete understanding of products and services

Our brand in action.

How our advisers are ‘in it’ with our clients.

I DIGITISE my operations to maximise my core value to clients.

How we do it.

Become familiar with digital communication tools and platforms Research automated administration apps and programmes Regular IT systems analysis and integration

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Our language .

Enablers.

“Are we comfortable on Skype, Zoom or some other platform?”

Ever-evolving technology and processes

“Are we making the most of our [diary/ appointments/admin] app?”

Professional social media articles and forums

“How can we make our IT infrastructure work better for our clients?”

Liberty IT support services

Our brand in action.

Leveraging Liberty.

How our new brand positioning helps build your business.

Once you align the principles of doing what matters, imagining its possible, and acting with humanity with the positioning of being ‘in it with you’, a new world of connection opportunities opens up for you and your clients.

From the very first session you have with a client, you begin to flesh out the details of their life. They trust you with personal and medical information, family history, future plans, dreams, ambitions.

When approached with humanity, client information is more than a financial biography, it is an invitation for you to partner with them – it is your chance to be in it with them - for life.

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Our brand .

In it with you.

Eternally amazing, constantly surprising, delightfully quirky, wonderfully weird, occasionally tragic and always worth fighting for – at Liberty we’re in the business of making the most of real life, for real people, with you.

Disclaimer: Liberty Group Ltd is an Auth. FSP (no 2409). Ts & Cs, risks and limitations apply.

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