We begin the process by conducting a market survey to determine how our name was perceived in the marketplace. Based on these findings, we worked with a national branding agency to determine our brand pillars – the characteristics that the new name should encompass. These included:
- Mission and Core Values
- History and Stability
- Growth and Forward Thinking
- Community Impact
The name Spero Financial was selected as it perfectly aligns with these characteristics. Spero, a word derived from the Great Seal of South Carolina, means ‘hope’ reflecting our mission and core values. Pronounced ‘sparrow’, the name is a physical representation of the unique characteristics of the bird, which finds power in cooperation and strength in community. The bird is agile, adaptable, and a productive planner – qualities that reflect our commitment to providing innovative and dynamic financial solutions to our members.