Credion
- Year
2023
- ROLE
Brand Strategist
Proving that your business story matters more than your credit score.
Key Deliverables
Brand Positioning Framework
Value Proposition Hierarchy
Partner Experience Guidelines
Platform Content Strategy
Visual Identity
Challenge & Task
Credion, a Dutch business financing platform and advisor network, needed to clarify their brand positioning in an increasingly complex marketplace where banks have become inaccessible and entrepreneurs view financing as a necessary evil.
The company required a comprehensive brand strategy that would differentiate them from inaccessible banks who force-fit their processes and one-man bands without market overview, instead highlighting their commitment to understanding the people and purpose behind every business.
”Business loans shouldn't only be based on where you are, but where you are going.”
”Business loans shouldn't only be based on where you are, but where you are going.”
Key insight
Strategic Solution
Anchored Credion's positioning in the core belief that "It's never just another loan" - establishing them as the brand that takes time to understand entrepreneurs and their specific purposes rather than offering standardized approaches.
We developed "A path with a purpose" as both customer promise and internal guiding principle for solution development.
Design by Hayley Smith→
Result
Credion now communicates a distinctive value proposition of tailored guidance over force-fitting solutions.
The "path with a purpose" framework drives decisions from platform development to advisor interactions, ensuring consistency while reinforcing their entrepreneur-focused, step-by-step approach.