BACKGROUND / CHALLENGE:
Genesis Financial Solutions is a financial services company that specializes in providing credit solutions to individuals who may not have access to traditional credit lines. They primarily target what is often referred to as the “non-prime” or “subprime” credit market, which includes consumers with credit scores that may be less than ideal. Genesis Financial Solutions offers various financial products, including credit cards and installment loans, tailored to the needs of this customer segment.
Genesis Financial Solutions turned to WANT Branding with a clear mission: to craft a fresh brand that could effectively engage non-prime credit audiences. In their search for a strategic partner, they sought one that could work with intelligence and sensitivity. Their vision for the brand was ambitious: it had to exude boldness, welcome all, and magnetize the perfect consumer base. In this pursuit, Genesis leaned on WANT to develop a distinct, ownable brand that would not only solidify their industry leadership but also fuel their future growth.
The next step involved a thorough discovery phase in the Genesis Financial Solutions and WANT Branding collaboration. This phase began with a kick-off and planning call to grasp the business context and challenges, agree on competitors for evaluation, and outline questions for executive interviews. Subsequently, WANT conducted 15 in-depth executive interviews. Concurrently, a comprehensive audit of 8 competitive brands was performed. This meticulous process was designed to gather essential insights and inform the strategic branding approach for Genesis Financial Solutions.
The insights and findings from the discovery phase served as the foundational knowledge to steer the Definition, Naming, and Identity phases
WANT subsequently developed the Building Blocks, Manifesto, Brand Positioning idea, & Brand Voice that would elevate the new brand.
After completing the positioning, WANT began developing names for the new brand. The final name of Concora was chosen after working through our strategic naming funnel. The short, powerful name references concord meaning harmony between groups. It denotes a true partner allowing customers to conquer the credit journey.
Finally, WANT created the brand identity and logo for Concora. The final logo reinforces the positioning idea of “Do More”. With a dynamic arrow subtly embedded in the “C”.