Building a new brand narrative in a crowded market
Building a new brand narrative in a crowded market
Expression needed a strong brand narrative to help them stand out in the crowded marketplace of insurance for small business owners.
Having attracted investment for its unique approach to data driven underwriting that allows for immediate quotes, the young company was already fundamentally strong, but did not yet have a clear brand for business owners to buy into. With a major sales drive and bold growth plans on the horizon this soon became a necessity.
The name Expression comes from noticing that a person’s business is often an expression of themselves. Working closely with the CMO we adapted the original brief of campaigning on the theme of people loving their business – adding depth and emotional resonance by exploring the complex relationships between entrepreneurs and their ventures.
Through unique, co-created content the #BusinessLoveStories campaign explores how owners relate to their businesses. The good and the bad. Those times founders question why on earth they decided to set up on their own, and the moments they fall back in love with it again. Candid videos, audio recordings and quote-led posts share insights into the trials and joys of working for yourself. And like any relationship, we looked into the work that goes in as well as the rewards.
Using a mix of Expression customers and aspirational business people with engaged social media followings, we paid attention to diversity, representing a variety of sectors which Expression insures, as well as a range of ages, ethnicities and genders.
Distributed mainly through social media, with support from email marketing, #BusinessLoveStories is reinforcing Expression’s identity through its genuine understanding of independent business owners. Within the first six months of this campaign Expression had its most successful sales month to date. With sales growing three-fold in the last 12 months and a huge jump in brand awareness, Expression are now well poised to accelerate growth to more of the UK independent business market and further afield.
Back to work“We chose to partner with Fugu as they really got our vision to support growth for great independent business, and they didn’t disappoint. Enthusiasm and diligence, combined with extensive knowledge in their field have helped create a campaign with real impact we are all proud of.”
Rosie Freshwater, Expression CMO