Equifax is a global information solution and credit referencing agency, employing over 9000 people, with offices in 19 countries worldwide. In the US, Equifax dominate the market; while in the UK, they have a strong market position in both personal solutions and commercial areas, operating throughout many verticals, from banking and finance to insurance, automotive, telecoms and retail.
OB Brand Consulting were commissioned by Equifax UK to reposition their brand and proposition, which was struggling to resonate with their UK audience.
Equifax needed to reposition their brand and proposition, which was struggling to resonate with their UK audience.
It needed to speak the right language to UK businesses and consumers, supported and promoted by a consistent, clear brand and proposition.
OB’s challenge was to deliver a new positioning strategy for a well-established but often confused and inconsistent brand and identity, to sit alongside a targeted and relevant proposition, messaging and brand presentation.
OB Brand Consulting proposed the three stage process – audit, proposition, implementation.
First, a comprehensive brand and perception audit (both internal and external surveys carried out before and after repositioning) throughout the UK business and across all comms channels, to identify strengths and weaknesses from an outside-in / voice of customer point of view.
Second, a value proposition exercise to develop new positioning, messaging and tone of voice, to establish a forward-looking strategy, enabling Equifax to fill in the holes and to further evolve their strengths, and thereby producing a stand-out position and market-leading brand.
And finally implementation with a simple but comprehensive strategy to communicate with their audiences both internal and external; including guidance on brand expression and creative direction across all comms channels (digital, experiential and print).
Our process and insight formed the foundations and built the vehicle to give Equifax UK a fresh, clear and simplified approach to their brand execution and delivery across all channels (internal and external).
This new distinct brand and positioning produced a clear impact on market penetration with a 23% uplift in brand recognition, including greater client engagement with more consistent messaging as well as Equifax UK’s distinct look and feel; employee engagement also increased with the implementation of new digital platforms.
Footnote to our readers – Whilst due to a number of corporate issues recently beyond our control, Equifax UK have had to recently abandon the UK-focused branding; however, the foundations for a solid repositioning for a difficult brand were laid well and universally praised by both staff and clients.
“OB care. They are an agency that truly invested themselves in our business. They didn’t just say they were part of our team, they really became part of our team and had the same passion as we did to create a cut-through for our brand. They shared our appetite for differentiation, to modernise the brand and have it stand for something extra, beyond our competitors. Their attention to detail and dedication to deliver exceptional output is what makes them different. I have used many agencies and some are good and some not so, but with OB, we got Jerry McGuire – they cared, it was personal. Where we wanted to go they advised and counselled, they brought simplicity and clarity to our total approach. And they were there every step of the way ensuring that what they designed was delivered beyond our expectations.”
Laurence Hamilton – Ex-SVP Decision Solutions, Equifax Inc.