As Prydis incorporates many disciplines within one business, they faced difficulties creating a brand that encompassed their large range of skills and services. “Our external brand didn’t reflect the multidisciplinary expertise of our team or our knowledge of disruptive technologies,” explains James Priday, Managing Director at Prydis. “A challenge for us was defining our value proposition simply for the market while communicating the complexity of our uniquely integrated approach, and our tailor-made offering focused on maximising our clients’ wealth. As a result, they were underrepresented in their field.
Prydis wanted to display their disruptive technology platform as a selling point alongside their primary services which made EG the perfect company to work with. “I was confident that because of their technology marketing background, EG understood our market and could create a brand that would give us a unique position and represent our many strengths.”
To create an appropriate and collective positioning for Prydis, EG used a methodical approach to rebrand the company which involved extensive research of the business, the market, and their competitors. Not only was this approach used to showcase their unique positioning, but it enabled support for Prydis from strategy through to implementation.
“EG audited Prydis and rebranded our entire business to capture our combined services in a way that would set us apart”, James describes. “We now had one message that described Prydis as a whole – ‘Wealth Performance Management’ – and this demonstrated our personalised and integrated services.”
Another key aim was to demonstrate that Prydis were market leaders and innovators. The content narrative EG established for Prydis emphasised the team’s expertise and highlighted how their technology was disruptive in the market.
“Tanya and Natasha understood that we had experts from every field under the same roof and were able to market this in order to attract more customers. EG introduced us as thought leaders in many areas using blogs, and our strapline, ‘Power in Numbers’, now immediately reflects this even before delving into longer content.”
By effectively communicating many different components with one concept, Prydis now had a value proposition that the market could easily understand. “The wealth performance management positioning attracted innovative people who wanted to elevate their wealth,” James continues. “Our website traffic increased, along with lead generation, and we had dramatic growth in conversions and social engagement.”
Prydis now have the right platform in place to support further growth as a result of EG’s marketing strategy. For example, since the partnership began, Prydis have set up numerous other ventures within wealth and investment, and a partner program to recruit independent account resellers.
“Working with EG over the last year has been hugely productive,” James concludes. “We’re looking to widen our portfolio and increase our business dramatically over the next three to five years and we want them to support us in that process.”
"The wealth performance management positioning attracted innovative people who wanted to elevate their wealth. Our website traffic increased, along with lead generation, and we had dramatic growth in conversions and social engagement."Prydis - James Priday - Managing Director
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