ESME: GO GETTERS
Launching go-getting brand for the new entrepreneurial age
Times are changing for small business owners, in a tough and constantly evolving marketplace they need services that are as flexible and innovative as they are.
esme, a new player in the business loans market, wanted us to help them launch a brand that would appeal to this new breed of small business owner.
Traditionally, business loans had been marketed to help companies grow. But our research uncovered that only 1 in 5 businesses took out a loan for this purpose. What small ambitious companies really wanted were the funds to react quickly to their everyday business needs and opportunities.
We encouraged esme to play to their strengths. Big Banks can only ever sound like Big Banks. esme, on the other hand can mirror its audience: agile, fast-moving and go-getting. So we developed a modern and memorable icon that represented these small companies’ own entrepreneurial attitude – the ‘go-getting’ esme hare.
With a fraction of the marketing budget available to its competitors, esme has grown its market share from under 1% to over 5% in just 12 months, and achieved levels of awareness comparable to more established players in the business loans sector.