"One day, an accountant I work with asked ‘what do I tell my clients you are?’ to which I didn’t have a succinct response. I’ve always believed ‘It’s what we do, not what we are, that is important? We established our own firm with the aim of helping individuals and businesses focus on their financial direction, identifying not only what is needed but also delving deeper into the aspirations of our clients, as we believe these provide motivation and the energy required to secure financial stability. We believe personal, family and business finances are inextricably linked - the success of one has a direct impact on the other. We believe this because its true in our own experience of life. We provide whole of market, independent and impartial advice to enable our clients to create their own financial plan for living - not just surviving - We work to bridge the gap between business planning and personal finances. What we are - according to stereotypical definition - are independent financial advisers but what we do is not the stereotypical surface treatment of an independent financial adviser. After mulling over our 'clarification' for some time we decided we had an identity crisis - our image did not reflect our own aspirations. We consulted brand specialist Sue George, from Twentythree04, who agreed that 'our brand' was not actually telling the whole story and we were selling ourselves a little short of the mark. Several weeks later following a ‘grilling’ on values, personality and expectations - I was going to say "and so brand MOORE was born" but Sue quickly pointed out that the birth had already taken place and we just hadn't named the baby yet - or in other words; Our brand was presented - not invented (Sue's stern mantra of "a brand should be in character with actual behaviour or it will fail" is well and truly embedded into our Psyche). And so there you have it - Clarity at last. MOORE for your money. MOORE money for life ...Because we'd expect it!.

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