esme – An entrepreneurial brand for Go-Getting business owners
The business loans market is dominated by banks and P2P lender Funding Circle with messages about getting loans to help your business grow. However, research had shown us that only 1 in 5 businesses wanted a loan to grow. What small go-getting companies really wanted were the funds to react quickly to their everyday business needs and opportunities.
We created a Go-getting hare to reflect the company’s entrepreneurial spirit and as a visual metaphor for the quick thinking, Go-Getting business owners that esme serves. The hare bounded across print and online, bringing personality and clarity into a market which has historically been associated with inflexibility and complexity. In addition to targeted (and retargeted) comms, the esme brand reinforced its position as the supporter of small businesses through its sponsorship of the Evening Standard Small Business awards.
With marketing budgets a fifth of the size of banks and Funding Circle, esme managed to punch above it’s weight and be top of mind for business owners through targeted media and content. Within a year of launching, esme has gone from a market share of under 1% to over 5% thanks to awareness levels on a par with Funding Circle.