I'm reading a marketing classic called "Positioning" right now. I've already read it once but think I need a refresher, as I'm trying to think hard about PeerFX's branding efforts.
I did some research the past 2 days on other online financial sites and how they brand themselves. I saw the usual colors...blue, green, white. (uh oh. those are the colors that we were thinking of too). The key thing that I noticed was the tag lines for their logos.
Here are a few:
"The Currency Site"
"The World's Favorite Currency Site"
"Foreign Exchange & International Payments"
After reading that I really can't blame people to saying that our industry is boring. BLAH.
Some of the claims made in those tag lines are similar to the corner store that says their pizza is "famous".
I love our tag line - Changing Exchanging
The one thing is that since we've commercialized the platform we saw that the people using our service aren't the ones we had expected. We had designed the website for a younger crowd in their 20's, and here we were attracting groups in their 30's, 40's, even 50's. We figured it's because the youngsters aren't transacting enough to see significant savings.
What this means for us is that we need to go through a mini-rebranding process, while we can still afford to make the changes before a push with our national marketing efforts. Any ideas? What does PeerFX make you think of now? What should we change in order to attract the right customers? Which are males age 30 - 55 who are owners or management in a small-to-medium sized business with US business relations? We also have consultants selling services across the border getting paid in USD but have Canadian expenses...how do we add spice to our brand so that people remember us (and of course use our service)?