Service
Sector
Broadening the Brand’s Appeal All-round
WHEREFIT, a platform that offers exclusive wellness deals for businesses’ employees, came to us to grow their market share.
But it was a tough task: they needed to speak to not one but three audiences: a. the companies who could offer their benefits, b. the employees themselves and c. the brands they partner with to make it all happen (e.g. Nike, Hello Fresh).
To make things more difficult, they were up against a crowded market full of big players, so they needed a strong, distinctive brand to cut through. How did we help their brand gain the upper hand?
Our company audit and in-depth competitor analysis revealed an interesting opportunity within the market. WHEREFIT and many of their competitors had positioned themselves mainly as fitness brands, with a heavy emphasis on discounts off things like gym membership and sportswear.
But this was limiting the number of potential customers they could win over. Our research revealed that businesses and their employees don’t want just fitness perks: they want benefits that enhance their overall wellbeing, going beyond exercise to include their mental health, social life and even their bank balance.
Long story short, WHEREFIT needed to step outside of the gym. They needed to promote the full range of what they offer, including meditation apps, group classes and everyday grocery discounts.
We repositioned WHEREFIT around a simple slogan: “Your Way To Wellbeing”, highlighting how they help businesses and employees thrive in every sense of the word. Social, emotional, physical and financial, WHEREFIT is the employee benefits provider who offers it all.
This wasn’t simply a punchy tagline: it allowed them to connect to a broader pool of customers and rise above the competition with a bigger, stronger and ultimately more unique brand position.
But we didn’t end things there. From a high-performing UI/UX-driven website to hard-working social posts and everything in-between, we rolled the brand idea out across a range of touchpoints. That way, we could reach this wider audience wherever they were clicking, scrolling or relaxing.
The Result
With a stronger position and proposition in place, the brand now has everything it needs to gain mass appeal and succeed. Because healthy growth always starts with a healthy brand.
