What did we do?
- Brand strategy driven by archetypal theory
- Website design
As a new player in a highly competitive market, we needed to position Ezi-Lend with a unique offer, perceived size and industry pedigree in order to gain a market advantage and separate Ezi-Lend from its competitors. This required presenting a simplified way to doing business, challenging and redefining the current accepted processes and communicating the Ezi-Lend method of lending as simply as possible in all marketing.
The finance market is dominated by brands who can afford a high share of wallet in their advertising spend, but at their core, they all have the same tone of voice and feel. We needed to position Ezi-Lend uniquely in order to demonstrate a better, easier and more personalised way of providing finance.
To effectively position a brand, Brio Group uses archetypal theory in order to provide a true point of difference within the market. Through an initial meeting, we were able to ascertain that as a brand, Ezi-Lend is a Creator archetype, enabling us to focus on a particular tone and appearance.
With this knowledge, we created a strong logo and tagline that supported the Ezi-Lend ethos; approachable, yet communicating confidence, simplicity and a vision for how things should be.
By analysing the competitive market, it was noticed that simplicity is not at the forefront of financiers business model. Rather than focus on what Ezi-Lend can offer as a financier, we turned the approach on its head and focused on the needs of the customer. Each brand interaction is tailored to the customer, with an understanding of the multiple types of customers and their individual needs. This personalised approach will bring a feeling of service and increase the value of the brand in the eye of the consumer, increasing the potential for future business.
Rolling out the brand required designing basic stationery such as business cards as well as a customer-centric website with an in-depth loan calculator. The website focuses on the customer through its strong use of imagery and repayment calculator or pre-approval application on every page. Imagery was key to capture the interest of the diverse target market and their multiple needs, with the homepage background doubling as a slider in order to demonstrate the types of loans available and the intended audience.
All imagery uses eye contact with the customer in order to engage and feel like Ezi-Lend is talking directly with the audience, while the copy focuses on an understanding of each lending vertical and providing an easier, more personal way of obtaining finance.
Ezi-Lend launched in April 2015 and is helping a growing number of clients.