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New brand positioning puts the businesses and their communities in the spotlight
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Follows success of purpose-driven businesses that challenge the status-quo, as ‘conscious consumerism’ flourishes
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‘Funding the Wonderful is about fuelling the next generation of businesses who want to leave their mark on the world’, says Luke Lang, Founder
Crowdcube unveils a new identity and brand strategy as they strengthen their reputation as the world’s leading equity crowdfunding platform. The new positioning will shine a spotlight on the benefits beyond investment for ambitious businesses who want to leave a mark on the world, and are fuelled by their community with Crowdcube.
Monzo, Nutmeg, Mr & Mrs Smith, BrewDog and Revolut, who have all funded with Crowdcube, are pioneers of understanding the advantages of turning their supporters into shareholders, with investment often not always the primary motive. The commercial benefits – increased engagement, loyalty, advocacy and spending – are now well understood. Today, Crowdcube will celebrate the competitive edge ambitious businesses, whether starting out or scaling up, can get by engaging their community with Crowdcube, alongside its own growing investor community. For example, money saving app Chip’s 9,408 shareholders are 400% more likely to refer a friend, and 500% less likely to churn.
Nowadays, people are searching for businesses that they can believe in, those that have a purpose beyond the next customer or sale. Funding the Wonderful was forged from this insight: businesses who understand this, who are building meaningful relationships with their communities and who want to make a real difference in the world.
Once felt to be a millennial trait, the desire to be more ‘conscious consumers’ with ethical and socially positive choices at the heart of where people spend and invest their money has spread across all generations. From today, Crowdcube will bring to life how it will help businesses forster powerful relationships with their communities.
Luke Lang, co-founder and CMO at Crowdcube said: “The reasons Europe’s top entrepreneurs use Crowdcube have evolved as people increasingly search for businesses that they can believe in. They don’t just want to buy from a business, they want to buy into it. Funding the Wonderful is about fuelling the next generation of businesses who want to leave their mark on the world and bring their customers on that journey.”
The rebrand follows a record first six months of the year where revenue was up 39% to £3.72m, compared to the same period in 2018, and £103.4m was pledged to growing companies through the platform. The launch will be supported by a significant television campaign in 2020 – Crowdcube partnering with Channel 4’s Commercial Growth Fund. The goal of this is to significantly increase people’s awareness of Crowdcube as a way to support and become part of exciting companies such as Grind, Freetrade and Pavegen – all of whom have crowdfunded multiple times with Crowdcube.
Rooster Punk, the UK’s leading B2B storytelling agency, was appointed by Crowdcube in 2018 as their brand agency and has worked closely with the team and funded companies to create the new brand position and bring “Funding the Wonderful” to life.
“Funding the Wonderful is the encapsulation of an incredible sense of purpose that fuels the team at Crowdcube. Ultimately everything they are doing is about helping a new type of mission-driven business to grow and scale, gaining and sustaining a momentum that goes well past start-up stage. It’s a momentum that propels them to transform markets by offering consumers and investors a chance to literally buy into being a part of positive economic and social change” – James Trezona, co-Founder Rooster Punk.
