Moneyline

A brilliant social enterprise that hadn’t realised the critical role its brand could play to align its staff behind its vision,
as well as reach the people it sought to help: individuals desperate for responsible financial support.

Challenge

Moneyline is a successful social enterprise that has been operating since 2002. It had set up 20 outlets to provide credit to those in society who have no access to regular banking and who could be vulnerable to payday lenders offering very high interest rates. The brand needed to demonstrate
its true value to future investors, to its staff and to the customers it served.

Insight

There was a level of understandable scepticism around marketing and rebranding. The leadership did not want
to do anything that felt frivolous or detract from the focus on the more important
work of supporting customers. A real shift
took place once we had convinced the leadership that the brand’s primary role was to help build the business and scale-up its overall impact. Paying attention to its brand meant paying attention to the way it operates and engages its workforce. The brand communications were needed to better reflect reality and not push out spin.

Action

The overall positioning focused on the critical role that the loan advisor plays in helping often distraught customers to take control of their finances, rather than just the price of the loan. The brand look,
feel and tone of voice focused on demonstrating a deep insight into the world of the customer, combined with Moneyline's considerable experience in helping people take control of their finances and ultimately, therefore, their lives. Most importantly, the work helped Moneyline regain a sense of pride and belief in what it was doing and what it could become.

© Pulse Brands 2018

Find

1-3 Langley Court

London, WC2E 9JY

Connect

LinkedIn

Facebook

Moneyline

A brilliant social enterprise that hadn’t realised the critical role its brand could play to align its staff behind its vision,
as well as reach the people it sought to help: individuals desperate for responsible financial support.

Challenge

Moneyline is a successful social enterprise that has been operating since 2002. It had set up 20 outlets to provide credit to those in society who have no access to regular banking and who could be vulnerable to payday lenders offering very high interest rates. The brand needed to demonstrate its true value to future investors, to its staff and to the customers it served.

Insight

There was a level of understandable scepticism around marketing and rebranding. The leadership did not want
to do anything that felt frivolous or detract from the focus on the more important work of supporting customers. A real shift took place once we had convinced the leadership that the brand’s primary role was to help build the business and scale-up its overall impact. Paying attention to its brand meant paying attention to the way it operates and engages its workforce. The brand communications were needed to better reflect reality and not push out spin.

Action

The overall positioning focused on the critical role that the loan advisor plays
in helping often distraught customers
to take control of their finances, rather
than just the price of the loan. The brand look, feel and tone of voice focused on demonstrating a deep insight into the world of the customer, combined with Moneyline's considerable experience in helping people take control of their finances and ultimately, therefore, their lives. Most importantly, the work helped Moneyline regain a sense of pride and belief in what it was doing and what it could become.

© Pulse Brands 2018

Find

1-3 Langley Court

London, WC2E 9JY

Connect

LinkedIn

Facebook

Moneyline

A brilliant social enterprise that hadn’t realised the critical
role its brand could play to align its staff behind its vision,
as well as reach the people it sought to help: individuals desperate for responsible financial support.

Challenge

Moneyline is a successful social enterprise that has been operating since 2002. It had set up 20 outlets to provide credit to those in society who have no access to regular banking and who could be vulnerable to payday lenders offering very high interest rates. The brand needed to demonstrate its true value to future investors, to its staff and to the customers it served.

Insight

There was a level of understandable scepticism around marketing and rebranding. The leadership did not want
to do anything that felt frivolous or detract from the focus on the more important work of supporting customers. A real shift took place once we had convinced the leadership that the brand’s primary role was to help build the business and scale-up its overall impact. Paying attention to its brand meant paying attention to the way it operates and engages its workforce. The brand communications were needed to better reflect reality and not push out spin.

Action

The overall positioning focused on the critical role that the loan advisor plays
in helping often distraught customers
to take control of their finances, rather
than just the price of the loan. The brand look, feel and tone of voice focused on demonstrating a deep insight into the world of the customer, combined with Moneyline's considerable experience in helping people take control of their finances and ultimately, therefore, their lives. Most importantly, the work helped Moneyline regain a sense of pride and belief in what it was doing and what it could become.

Find

1-3 Langley Court

London, WC2E 9JY

Connect

LinkedIn

Facebook

Moneyline

A brilliant social enterprise that hadn’t realised the critical
role its brand could play to align its staff behind its vision,
as well as reach the people it sought to help: individuals desperate for responsible financial support.

Insight

There was a level of understandable scepticism around marketing and rebranding. The leadership did not want to do anything that felt frivolous or detract from the focus
on the more important work of supporting customers. A real shift took place once we had convinced the leadership that the brand’s primary role was to help build the business and scale-up its overall impact. Paying attention to its brand meant paying attention to the way it operates and engages its workforce. The brand communications were needed to better reflect reality and not push out spin.

Challenge

Moneyline is a successful social enterprise that has been operating since 2002. It had set up 20 outlets to provide credit to those
in society who have no access to regular banking and who could be vulnerable to payday lenders offering very high interest rates. The brand needed to demonstrate its true value to future investors, to its staff and to the customers it served.

Action

The overall positioning focused on the critical role that the loan advisor plays in helping often distraught customers to take control of their finances, rather than just the price of the loan. The brand look, feel and tone of voice focused on demonstrating a deep insight into the world of the customer, combined with Moneyline's considerable experience in helping people take control of their finances and ultimately, therefore, their lives. Most importantly, the work helped Moneyline regain a sense of pride and belief in what
it was doing and what it could become.

Find

1-3 Langley Court

London, WC2E 9JY

Connect

LinkedIn

Facebook

Moneyline

A brilliant social enterprise that hadn’t realised the critical role its brand could play to align its staff behind its vision, as well as reach the people it sought to help: individuals desperate for responsible financial support.

Challenge

Moneyline is a successful social enterprise that has been operating since 2002. It had set up 20 outlets to provide credit to those in society who have no access to regular banking and who could be vulnerable to payday lenders offering very high interest rates. The brand needed to demonstrate its true value to future investors, to its staff and to the customers it served.

Insight

There was a level of understandable scepticism around marketing and rebranding. The leadership did not want to do anything that felt frivolous or detract from the focus on the more important work of supporting customers. A real shift took place once we had convinced the leadership that the brand’s primary role was to help build the business and scale-up its overall impact. Paying attention to
its brand meant paying attention to the way it
operates and engages its workforce. The brand communications were needed to better reflect reality and not push out spin.

Action

The overall positioning focused on the critical role that the loan advisor plays in helping often distraught customers to take control of their finances, rather than just the price of the loan. The brand look, feel and tone of voice focused on demonstrating a deep insight into the world of the customer, combined with Moneyline's considerable experience in helping people take control of their finances and ultimately, therefore, their lives. Most importantly, the work helped Moneyline regain a sense of pride and belief in what it was doing and what it could become.

Moneyline

A brilliant social enterprise that hadn’t realised the critical role its brand could play to align its staff behind its vision, as well as reach the people it sought to help: individuals desperate for responsible financial support.

Challenge

Moneyline is a successful social enterprise that has been operating since 2002. It had set up 20 outlets to provide credit to those in society who have no access to regular banking and who could be vulnerable to payday lenders offering very high interest rates. The brand needed to demonstrate its true value to future investors, to its staff and to the customers it served.

Insight

There was a level of understandable scepticism around marketing and rebranding. The leadership did not want to do anything that felt frivolous or detract from the focus on the more important work of supporting customers. A real shift took place once we had convinced the leadership that the brand’s primary role was to help build the business and scale-up its overall impact. Paying attention to its brand meant paying attention to the way it operates and engages its workforce. The brand communications were needed to better reflect reality and not push out spin.

Action

The overall positioning focused on the critical role that the loan advisor plays in helping often distraught customers to take control of their finances, rather than just the price of the loan. The brand look, feel and tone of voice focused on demonstrating a deep insight into the world of the customer, combined with Moneyline's considerable experience in helping people take control of their finances and ultimately, therefore, their lives. Most importantly, the work helped Moneyline regain a sense of pride and belief in what it was doing and what it could become.