Brand Messaging Strategy - Quinn Finance

Summary

Andy from Quinn Finance knew that for his business to scale he needed to move from word of mouth and referrals from his clients. The next step for Quinn was to establish an online presence to gain sales leads online.

Quinn Finance has a great reputation in supporting first time buyers, home owners, remortgaging and buy-to-let mortgages in Hampshire. There was however no marketing strategy in place. They had a website, which generated no leads, but they as a name were notable in the local area.

Challenge

With no marketing strategy in place, or an online brand, we really were starting from scratch. Which isn’t necessarily a bad thing. In fact, it meant we could strip back the brand and really dig into it and essentially revive it.

What we did

Quinn Finance logo

First step was for the designers to get to work on creating the new visual brand. Alongside this, that’s when we got to work on the brand messaging.

Personas

Before jumping into writing the website’s content, we needed to understand who we’re speaking to. After establishing the services of Quinn Finance, we then reviewed the personas around each service.

This allowed us and Quinn Finance moving forward to easily identify who they’re communicating with.

After drawing up personas, we then reviewed what style of brand messaging would best appeal to each target persona. The biggest attraction to Quinn Finance is that they make mortgages easy. This meant that our messaging needed to match this.

Brand book & SEO strategy

We wrote their brand guidelines and then made a start on reviewing Quinn Finance’s competitors from a search marketing (SEO) perspective.

After identifying potential keywords and search terms, we made a start on the website content.

Website content

With the sitemap (list of pages) confirmed, we got to work on writing the content. Alongside producing engaging copy for each page, we wrote it from an SEO perspective. After all, Search Engine Optimisation was a big part of Quinn Finance’s digital marketing strategy.

The readability of the content was great; it flowed, it looked good on mobile and desktop, and it suited the new Quinn Finance brand.

Social media marketing

Alongside the web content writing, we also started creating social media (organic and paid) content to share.

Result

By the end of the project, Quinn Finance had a new visual identity, as well as a unique tone of voice.

This was a great project to be a part of, and we can’t wait to see all of our hard work to be implemented.

Quinn Finance Logo

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