The challenge
Fastgrow Finance is a mortgage broking and consulting firm for clients in NSW and across Australia. To preserve category leadership, Fastgrow Finance needed to revamp its brand positioning. The company wanted to stand out from the crowd while also underlining its particular positioning. It also required a strategy that would not only bring their brand to life, but would also appeal to their target demographic.
The solution
While there are several positioning strategies, not all of them complement a financial services firm. Having defined the business imperatives, Corporality Global understood the company’s business goals and formulated a positioning with a clear destination in mind.
Comprehensive brand research: With our comprehensive brand research, we identified the company’s strengths that weren’t visualised before.
Crystallization workshops and focus groups were held to develop a new brand template that focused on distinguishing emotional and pleasure benefits while also basing some of the values in the context that modern customers seek. Recommendations also suggested possible brand extension regions in order to maximise category dominance.
Complete brand strategy: The brand strategy that evolved was scalable and meant to adjust to changing market scenarios. It was strengthened in a way that competitors entering the fray could not disrupt the positioning. Besides, we also targeted a particular function within the organisation to provide role-focused specialised strategies so that buyers could perceive that the company and its stakeholders were actually tuned in to their needs.
The outcome
Fastgrow was able to instantly stand out from the crowd with our brand positioning strategy. The company was also able to efficiently and effectively communicate with its target audience and trigger an emotional response by pulling the right levers in the shortest amount of time.
