Validus | Differentiating the offer
Challenge
Validus had discovered that there was a gap in the insurance claims market and set about developing an innovative new technology-enabled solution to fill it. Combining outsourcing and consulting services with a unique software platform, the offering was clearly differentiated from its competition but the challenge was to communicate this to the market in a powerful and persuasive way.
Insight
Having conducted interviews with the executive team, we discovered that this was just the first of many unique solutions that they had in the pipeline. It became clear that an overarching brand positioning needed to be established in addition to a more product-centric messaging platform to be used by the sales team. Some of today's strongest brands are based on technology. And Validus are continuously developing new software solutions.
Solution
The solution was to run two parallel but interconnected work streams. One focused on developing engaging communications and compelling benefit-led sales messages for use in the corporate brochure, on the website and in business presentations. The other focused on uncovering the essence of the brand which informed the creation of a new corporate positioning and visual identity.
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We produced a set of comprehensive brand guidelines that included their vision and values, positioning statement, logo and tagline and an imagery style and tone of voice.
The new branding was executed in advertising, direct marketing, exhibition stands and signage.
The new website includes useful tools such as a 'solution finder' and 'ROI calculator' which have been repurposed for use by the sales team when dealing with customers face-to-face.
