The Balance: Putting the customer at the heart of the brand story
As part of a thorough brand relaunch with our friends at DMI, Driven (Purpose Financial), Canada’s leading online lender devoted to small business, came to us for help in bringing fresh, strategic thinking to how they present themselves, showing how Driven genuinely understand their customers in a way that the big banks don’t.
Brief
As they prepared to go to market with an entirely new brand, Canada’s leading online lender devoted to small business needed a fresh and strategic overhaul of how they present themselves to market, highlighting how they genuinely understand their customers in a way that the big banks don’t.
Context
Driven by Purpose (formerly Thinking Capital) was a low-margin, high-volume lender, with marketing focused on transactional relationships. Presented with a new brand developed by an external agency, with little realistic support or implementation strategy, we were asked by our collaborators at DMI to provide the tactical plan and execution for bringing it to market in a manner that resonated with a broader customer base.
Result
A comprehensive editorial and brand strategy, incorporating direct customer research and broad organizational analysis, helped Driven transition to an approach founded on the real, honest, and raw challenges of small business owners. This was supported by a suite of launch content, including interview-based editorial and clear, customer-focused product and marketing content.