Challenge
Willis Owen knew they needed to update their brand to attract a new, younger audience. However, they needed to do so without alienating their current customers, who were used to their current branding.
Insight
Getting to grips with a whole new audience
The audience Willis Owen wanted to target were young, time-poor self-investors. To appeal to them successfully, we needed to refresh the brand and build an experience targeted to their goals – an experience that gave them control of their finances.
Solution
Our plan revolved around empowerment and trust
We wrote a brand strategy and positioning statement for Willis Owen around the idea of Own your financial future. By highlighting the tools and education Willis Owen offered DIY investors, we helped build a picture of a trusted partner who could challenge the traditional investment model and inspire wider industry change.
Results
Setting Willis Owen up for continuing conversations
Alongside the positioning statement and brand strategy, we supplied a full marketing strategy and communications plan for three years. Using this, Willis Owen could take their redefined brand and continue to speak to their new audience well into the future.
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