Our work for the business-to-business division of Equifax started with a market research phase to find out how customers, market analysts and the media feel about the brand. We were particularly keen to understand what positively differentiated them from their close competitors – so we could adjust brand messaging to capitalise on the advantages offered . The research informed our new campaign branding, which applied a consistent messaging structure across all communications.
Feedback from the qualitative surveys we conducted clearly confirmed that the quality, depth and breadth of Equifax’s data is critical to a customer’s business decision. However, the factor that really differentiated Equifax is the people element – their expertise in making more from the data and excellent, flexible and responsive customer service. We developed a writing style for headline copy that asks a straightforward question relevant to a particular business audience that can be answered by reference to the core advantage of any Equifax product or service. We supported these structured headlines with photography of real Equifax employees to tell powerful, differentiating brand stories.
The whole creative package was delivered as a set of campaign guidelines that covered brochure design, email marketing, exhibition banners and displays so that the material could be rolled out over time by several of Equifax’s appointed agencies.