Strong brands exist to fulfill a purpose and solve a problem for customers. This is their substance. Products are central to fulfilling the purpose, yet not the brand’s true raison d’être.

Building a brand from the inside—the WHY—enables a profound relationship with the customer based on understanding, trust, and loyalty.

Situation

This fintech startup needed to build a brand from the ground up. Its niche was serving automotive borrowers caught between prime and subprime credit standards.

Shift

Most auto lending brands operate in a cold hard commodity space; we sought something fairer and more equitable. Position Lengenuity is the financing solution that uses high tech (automated risk-based pricing and underwriting decisioning) to benefit all parties through optimal payment and interest rate terms.

Solution

Bring a human touch that uses smart technology to include more people rather than exclude them. A tone of voice that avoids intimidating industry jargon and acronyms and aims to break down the process and rationale of loan decisions.