breadalbane
“Professional, knowledgeable, personable and masters of their craft, I can’t recommend 39steps enough.”
Jamie Lindsay / Director
brief
Breadalbane Finance are a team of dynamic commercial finance brokers providing professional and independent expertise to SMEs in Scotland and across the UK.
The talented team source tailored finance options to support business owners and engage with intermediaries to help their own clients.
After experiencing rapid growth since inception in 2013, founder Jamie Lindsay approached us to help with a full marketing review.
We kicked off with our MarketStreet workshop where we got under the bonnet of the brand, speaking to the whole team and key clients. We defined their values, positioning, target personas and key messaging, resulting in a clear and concise marketing strategy.
The first element was to create a new brand identity and site.
brand
‘Breadalbane’ comes from the Scottish Gaelic word Bràghad Albainn, meaning the high ground of Scotland.
Breadalbane’s original logo depicted a mountain, an apt signifier for finance, as it can feel like you’re trying to conquer a mountain without the proper financial advice.
We stylised the mountain, simplifying it to triangle shapes. Triangles are the strongest and most stable shape, representing their industry knowledge and expertise.
We incorporated a bird shape, abstracted to a check mark symbol, soaring free above the mountains as a positive brand asset.
The fresh modern identity now reflects their new personality, values and team dynamism to accompany a new chapter of success.
website
The structure and UX (user experience) was based on findings from the persona workshop where we identified their core audiences of business owners and intermediaries. Targeted messaging was created based on each persona’s unique challenges.
A bespoke icon set was created for each core service along with handy FAQ guides to aid SEO, demystify financial terms and help answer common questions – all helpful for generating new enquiries.
Client stories and testimonials are an important asset to their referral program, highlighting how Breadalbane has helped solve client challenges. These are showcased across the site.
Built on WordPress, the Breadalbane team can easily update their online content by adding new case studies, testimonials and insightful blog articles – a key focus of their ongoing digital marketing strategy.
Marketing Strategy
Now that Breadalbane has an integrated marketing strategy, we’re working collaboratively across the team to support their regular tactical marketing activities.
Using MailChimp to allow us to segment and target key personas, we deliver trackable customer retention and new business campaigns, along with the creation of relevant, valuable, SEO focused content for their site and social channels to strengthen their digital marketing efforts and help achieve wider business objectives.
Results
“On our first call together, the team immediately identified the value they’d bring to our business and made sense of my ideas and vision for what we wanted to achieve and were able to quickly prepare and produce a detailed plan.
39steps are fantastic to work with, not only through direct engagement but also the way they interact with and involve our whole team.
Professional, knowledgeable, personable and masters of their craft, I can’t recommend 39steps enough. In fact, we have further engaged beyond our original scope and I am excited about working further with the team.”
Jamie Lindsay,
Director, Breadalbane Finance
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