07.04.10
Perspektiv Red has developed a new brand identity for personal loans company, Loansathome4U - formally S&U plc.
After carrying out a strategic review of the company’s current position in the market, which involved a series of customer interviews, rep shadowing to get an understanding of the reality of customer relationships, competitor reviews and market analysis, it was discovered that the company was suffering from low brand awareness. In addition, customers were loyal to individual reps as oppose to Loansathome4U as a company. Together, these elements were having a limiting effect on the firm’s trading potential.
In response to this, Perspektiv created a new modern and engaging brand identity with a tone of voice that was approachable to consumers – not the distant and formal tone previously used. In addition, Perspektiv developed characters to embody the brand, giving it a face and engaging personality that can be used to act as an extension of the rep relationship – bridging the gap between the company and customer.
“We have been working with the firm for many years on a number of different projects, but the adoption of the new consumer friendly trading name, Loansathome4U provided the perfect opportunity to undertake a complete review of the company’s position in the market, grounded in the reality of consumer perceptions,” said Chris McGillan, account manager at Perspektiv. “The company’s communication strategy had become stagnant and dated and this in turn was having an effect on its ability to forge strong relationships with customers.”
Mark Page, group facilities manager at Loansathome4U, added "The new impactful branding is already receiving a positive response from customers, and our staff are also excited about it. We look forward to seeing it develop further."