Why we’ve refreshed our brand

How we talk about ourselves and our values is important to us at Stanford Brown. We’re excited that for the second time in our history, we’ve refreshed our SB brand. Find out why we’ve done this, why now and what we mean by ‘tough love’.
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How we talk about ourselves and our values is important to us at Stanford Brown. It embodies who we are, how we work and why we exist. Our story and brand date back 33 years when our founder and Chairman, David Brown, first said that we are here to help our clients live a truly great life.

I’m pleased to let you know that for the second time in our history, we have refreshed our Stanford Brown brand. From today you’ll start seeing this new brand in your interactions with our Advisers and our team, in our investment research and on our website at

Refreshing our brand is not something we go about lightly, so please let me take a moment to explain why we’ve done it and why now.

This is a project our entire shareholder team has been involved in for a year, crossing over both Jonathan and my time as CEO. While our values remain unchanged, our team wanted a brand that better reflects those values, and encapsulates the work we do with our clients and potential clients in an engaging way.

Much more than the numbers, it’s the difference we make in the lives of our clients and their families that drives us. So we took the time to distil that idea and articulate it via our new brand. We hope you’ll see that difference in how we talk about ourselves on our website and in our other communications.

One phrase that you might notice is ‘tough love’. It isn’t lost on us that such a phrase might raise questions, particularly in a year such as this when the global pandemic has brought hardship on so many parts of society. For us, ‘tough love’ is about going deeper in the things that matter, the invaluables. Having the difficult conversations, not avoiding them, because we care deeply about the impact our advice has on clients and families across the generations. And that’s also why you’ll see we’ve included an elephant in our new brand, a loyal and fearless protector that we think perfectly embodies both toughness and love.

For over 30 years we’ve been providing Australian families with the future they want. And we think our refreshed brand sets us up well to serve clients for the next 30 years and beyond.

We hope you like our new brand as much as we do.

Vincent O’Neill