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LPL Unveils New Brand Identity

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LPL new branding LPL’s new branding uses the slogan “Feel Free.”

LPL Financial launched a new, modernized brand identity on Wednesday that it said reflects its “renewed culture, legacy of innovation and enduring commitment to advisors.”

LPL’s logo has remained largely the same other than a slightly darker blue color. But the firm introduced what it is calling a new “visual expression” and “Feel Free” slogan that is being used across its websites, social media channels and in advisor resources.

The company is also shifting the way it communicates to the public and advisors regarding who it is, what it stands for and the value it is out to bring to the financial industry, it said.

LPL’s new brand positioning was designed to emphasize to advisors “Your greatness is our goal,” it said.

“By refreshing the LPL brand, we are bringing our story up to date to demonstrate the unique value we strive to bring to our advisors every day,” according to Heather Randolph Carter, LPL Financial executive vice president and chief marketing and communication officer.

“With a renewed culture and sense of purpose, a constantly evolving suite of services and technologies, and even new ways of affiliating with us, we have reshaped our vision of what is possible for the future of our industry, and our collective place in it,” she said in the firm’s announcement.

She explained: “LPL is grounded in the principles of independence and freedom. That remains the essence of our brand. But as the marketplace has changed, so has LPL. Our new brand look and feel reflects what it means to be a partner to advisors in today’s marketplace and reaffirms that what matters to advisors will always be what matters most to LPL.”

LPL's new branding LPL’s new branding

Three core tenets are reflected in LPL’s renewed brand positioning, it said:

  • “Building tomorrow — together. We’re stronger together. We have the ability to build a better future for financial advice when we work with you, our advisors. The strength of our partnership will enable us to build a better tomorrow.”
  • “On your terms. Advisors thrive with freedom of choice. Success isn’t born from one-size-fits-all solutions. It happens when each individual is empowered to dictate their terms and run their practice, their way.”
  • “So you can soar. Your potential is limitless. You’re supporting your investors in a world of change, delivering expertise that’s nothing less than exceptional, and improving their experience above all else. Our purpose is to enable you to do all of that and more; to unlock your potential, amplify your accomplishments and support you at every turn.”

— Check out Vanguard Abandoning Ship, Developing ‘New Brand Image’ on ThinkAdvisor.


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