Equifax

Equifax is a global information solutions company that uses unique data, innovative analytics, technology and industry expertise to power organizations and individuals around the world. They transform knowledge into insights that help make more informed business and personal decisions.

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INDUSTRY
  • Financial services
  • Service providers
BRANDING TO
  • Articulate value
  • Increase sales
  • Be better understood
  • Build internal cohesion
SERVICES
  • Digital marketing & content
  • Brand & value proposition strategy
  • Marketing collateral
  • Corporate communications
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The Situation

After several years of flat sales, Equifax’s brand story had become  inconsistent and tactical. This inconsistency led to poor articulation of the brand strategy amongst the sales force and client-facing executives. This enabled a core competitor to exploit this weakness by commoditizing data, stealing key clients and gaining marketshare through price cutting.

Yield Branding was brought in to redefine the organization’s true value to clients. By creating tools to educate the sales force and a marketing platform to deliver a more relevant, persuasive and value-oriented story, Equifax could win back clients and gain new ones.

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Human Catalyst

Clients didn’t value data the way they used to, it had become table stakes. They wanted data to provide actionable insights that enabled them to be more successful.

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Our Solution

Leveraging Equifax’s dominance in the market and their depth of data enabled us to cast a credibility shadow on our competitor. Then we crafted a believable and compelling proposition around how we were innovating by turning our data into insights. This led to the brand platform:

“Data in its most powerful form”

This positioning was presented in a unique visual platform, using origami made out of custom-designed data paper which was molded into objects that help tell our story through visual metaphors for our brand attributes. We then applied a 3-pronged communication approach that:

  • Turned internal stakeholders into evangelists for the story and the brand through a video, brand book and employee engagement initiatives such as a contest and training modules surrounding their understanding of the story;
  • Shift our story from data to insights via an external branding campaign that showed how Equifax was innovating to deliver the best insights, developing a client launch event, brand video, high-end direct mail piece and sales campaign;
  • Create client desire through an ongoing digital marketing, thought-leadership platform and content stream that would inform and engage prospective clients and is customized for specific industry segments.
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The Yield

Within the first two quarters  post brand value proposition launch, Equifax Canada’s business grew 10% and continued on that growth trajectory even through a major data breach.  Additionally, our work has been recognized in global B2B marketing awards with top honours in this category.

 

“Yield was able to quickly grasp a very complex business and helped us create a new and compelling value proposition. Then they translated that story into a creative platform that was simple, unique and very distinctive in our market. With this new platform we wanted to ensure consist delivery of our new brand across product offerings and industry verticals so we enlisted their help in developing a comprehensive set of communication guidelines in collaboration with our marketing team and other outside partners. Now we have more persuasive story to tell to clients while arming our marketing and sales team with a brand story & platform to deliver better results.”
Tom Carroll, Director of Communications and Research

Following the launch revenues increased 20% in Q1, 2016.

Equifax secured several new Fintech clients validating the insight story.

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