Brand Strategy & Positioning
In a rapidly changing, fragmented and often intermediated market, how do you ensure that your brand stands out and reflects what your target customers value? Does the client experience reflect your brand values? Have perceptions of your brand shifted as the firm has changed direction or gone through corporate activity? Are you considering a re-brand? Are you launching a brand campaign?
With deep understanding of the audience, we support our clients in their brand strategies from concept testing to measuring marketing success through the brand funnel.
No matter what your distribution footprint, we have you covered. We have access to audiences from mass market retail to HNW, and deep experience of talking to professional investors including intermediaries and institutional investors, both in the UK and across international markets.
Context
Our client is a well-known financial services provider keen to grow their wealth business. Raising brand awareness and consideration is a key part of their strategy but they were struggling to get actionable brand tracking information with a wealth/investments focus.
Our approach
Using our sector specialist knowledge and access to relevant audiences, we designed a brand tracking campaign tailored to their target audiences and competitor set.
Outcome
The initial report supported refinement of their brand strategy and positioning, as well as providing a baseline for ongoing KPI tracking. Quarterly results are now being tracked and interrogated, supported by our sector specialist commentary.
Value to Client
Actionable insight to develop and prioritise brand activity.
Brand positioning
Context
Following a number of corporate changes, our client needed to develop a brand positioning which unified disparate brands and resonated across institutional investors, wholesale clients and retail consumers. They were looking to test and refine the core positioning and brand promise with target audiences.
Our approach
We completed depth interviews with key cohorts ofretail investors covering both prospects and existing customers – and with senior decisions makers and gatekeepers/influencers representative of their b2b audience.
Outcome
We were able to feed back detailed insight on the alternative executions, highlighting potential red flags among some audiences and identifying opportunities to combine elements of each execution to build a stronger overall positioning.
Value to Client
Confidence to move forward with the brand refresh.
TV Ads national brand campaign
Context
Our client was about to embark on a national ad campaign for the first time, to raise brand awareness and reinforce a change in corporate identity. With significant investment spend, they needed to ensure that the campaign would land with target audiences.
Our approach
Tagline, Headline Messaging, OOH, TV and Radio Ads were all tested with a variety of formats including depths, online qual, video and mark-up tasks. We accessed existing customers, prospects and target future audiences as well as intermediaries.
Outcome
An agile test and learn approach (and fast turnaround on testing) allowed campaign assets to be refined prior to launch.
Value to Client
Well executed campaign which drove increases in awareness and strong recall.