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.
