Netcash Rebrand.

Big, bold, better

Established almost twenty years ago, Netcash is no newcomer to the online payment world. After the first ten years, the company was bought out by Sage and became Sage Pay. However, the founders felt the need to re-establish themselves as a separate brand and get back to basics which resulted in the Netcash rebrand. 

The brand positioning ‘Payments. Delivered.’, reflects the experience that Netcash has in always delivering on their customers’ expectations and needs, every time, without failure.

The project began with research on Netcash’s current reputation, as well as competitor brands and key trends influencing the industry. We also undertook a thematic analysis of the brand’s rational and emotional aspects. Based on the above, we set about crafting the new brand identity and creative differentiation.

After repurchasing their share of the business, they approached Boomtown to create a standout brand positioning with a modernised look and feel for the ‘new and improved’ Netcash.

The brand positioning ‘Payments. Delivered.’, reflects the experience that Netcash has in always delivering on their customers’ expectations and needs, every time, without failure.

As part of the rebrand package, we developed an extensive CI manual to ensure consistent application of the new look and feel across all touchpoints. The new branding and logo delivered a clear message that was well-received by internal and external stakeholders. The refreshed Netcash brand is unconventional and bold, challenging the bland nature of the online payments industry.

With the trust of our forward-thinking client, we delivered a dash of excitement to a category that has lost all sight of it. Starting with an internal campaign that brought the brand positioning to life for staff and key stakeholders, we positioned the brand as “their brand”. All the employees were a part of shaping the messaging and developing the values, which they’ve now all taken ownership of.

 Netcash’s biggest concern was that although the new approach would serve them well internally, they could easily have lost big customers who bought into the trust of the big global brand, Sage.


Since letting go of the Sage brand, Netcash measured the rebrand performance on – leads, conversion rate, revenue, and accounts activated. Even after forecasting up to a 20% drop-off for the first financial year, all of the above measurables remained constant. Where the rest of the sector has seen an average of 30% downturn, there has been zero fallout for Netcash and a lot of positive growth results from the selling of services, and positive upswing from their referral network partners.

Futhermore, the real brand equity growth projections for the first six months since the new brand launched on 1 December 2019, has been the positivity in the internal culture. Staff have reported a more positive work environment and are living what the brand stands for.

INFO

 

Client:

Netcash

Date:

21/01/2020

Category:
Brand Design

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