Our brand engineering process started with multiple brand strategy workshops, conducted over zoom (thanks Covid), with the Invaxa team to fully align the c-suite of the company while digging deep to uncover precious brand-building insights.
Through additional market research, customer interviews and competitor analysis, we uncovered that all Forex companies, in particular, those Cyprus-based, sound pretty much the same - they’re leaders, they’re global, they’re established - giving all the talk but no walk.
Whilst talking with traders, we realised that they needed more than the usual, “We are the best forex.” Customers needed someone trustworthy, reliable and most importantly, a friendly human voice to rely on in time of need.
“I want to trade with a broker I can rely on when needed.”
- Said Mark, one of the customers we interviewed.
From this key insight, we were able to define our position as the broker you can talk to, and define our voice as someone who listens, guides, is available and goes way beyond the profit.
A human brand.