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Brand management and customer journey for lead generation

FIIG specialise in corporate bonds, term deposits, and new corporate bond issues. Through user research and education initiatives, they provide investors with choice and control, delivered through services that enable direct ownership of bonds and easy management of cash deposits.

The challenge

It is common for brands to be defined and then become diluted over time. Initially, only a limited amount of collateral is resolved and tested. Brand identity design is often never defined in context to a customer journey or digital user experience, or it excludes day-to-day marketing needs.

Our approach

Our long-term view was to align the brand guidelines to the new business plan with tailored strategies for each customer segment. Our initial approach was to update and extend the brand guidelines with a new image structure, infographics and operational collateral, building platforms for growth.

The result

The immediate solution was to test and develop an online, print and outdoor customer journey lead generation campaign. The ‘Benefits of Bonds’ eBook is currently generating up to 300 leads per month through online enquires.

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