Full Brand Strategy • Full Marketing Strategy • Fractional CMO
The Background.
The industry is fragmented: +11K conveyancers in England and Wales alone. The largest owning 1.23% market share.
The market is wobbly: future supply and demand of homes to buy and/or sell is unpredictable. Home ownership amongst 35-44 has plunged, and 1 in 3 millennials are expected to never own their own home. Mortgage rates are volatile.
The need is unshakeable: over 26 million of us (50% of UK population) own a home. However, 30% are dissatisfied with their solicitors for reasons of slowness, inefficiency, poor customer service, and lack of communication.
The Opportunity for Brevis.
Buying a home is an incredibly high-risk and stressful purchase, because it is highly emotional.
Consumer expectations are high: a personal level of support, frequent communication, full transparency, established rapport, 24/7 availability, and digital solutions that help a sale move quickly and effectively. People are questioning value and seeking the same level of transparency they have come to enjoy in other service industries.
In a sea of dry, characterless websites, forgettable brands, jargon, confusion, and poor customer experience, Brevis is challenging the legal tech category with delightful astonishment. Enter a brand offering a service is that is better, faster, and empathetically client-focused. It’s a complete paradigm shift, for industry and for home buyers and sellers.
Introduce, establish and grow a disruptive legal tech startup aiming for 2,500% growth in five years, and nine-figures in ten years. How?
Provide the backbone of a strategic framework for the brand
Grow B2C revenue through awareness, increased basket value and loyalty
Deliver B2C and B2B omnichannel marketing strategy, including awareness and acquisition plan
Establish reputation with lender panels and estate agents; B2B
Craft a compelling brand experience and story
Position as challenger and redefine consumer expectations from industry
Build expanding team
Drive external and internal engagement
Focus future spend and ROI.
“I’ve never worked in an organisation with such a robust strategy in place.
Nada was so useful for me when we started working together, because she had done this strategic preparation for Brevis. She had worked with the team as a founding influencer to put everything in place. And to really help develop the brand and communications approach and the values.
There were no holes. No gaps. No questions that hadn’t been covered. I didn’t need to spend time going over old ground and the strategy’s robustness allowed us to quickly advance operationally.
But then her relationship with us didn’t stop. She didn’t walk away. She was still very much part of the team and what I valued was knowing that Nada’s commitment to the organisation wasn’t short term. It felt authentic. She really cared and she would always give me the best advice because she wanted the company to work.”
— Karen Jones, Marketing Director
The Outcome.
A comprehensive brand strategy and aggressive-growth marketing strategy, championing “David vs. Goliath” approach to disrupt a traditional industry. Including:
Research
Competitor analysis
Collaborative workshops, with founders and existing team
Full Brand DNA, including: brand purpose, mission, vision, values, brand benefits, brand promise, brand positioning, and brand personality
Challenger-brand marketing strategy
CRM strategy, with automation to increase conversion and improve CX
Comms strategy
Website review: UX and on/off-page SEO review and strategy
Pricing strategy
Recruitment support, including: Marketing Director and retained digital ad and PR agency
Internal communication
Guidance on activating brand purpose
Team mentoring
Ongoing marketing strategy support
The Impact.
“Nada’s greatest strength is having the commerciality of a strategist who is focused on pragmatic return. The total thoroughness, the comprehensiveness of everything when I started. There was not a single bit of doubt in the work that had been done.
It’s not theoretical stuff. It’s all focused on ‘is this really going to work in day-to-day environment?” And for me, that’s the most effective part of the work that Nada did.”
— Karen Jones, Marketing Director