Leaselab, a leading Australian novated leasing provider, struggled to convey the benefits of novated leasing and their brand’s identity to both Australian employees and business partners.
Melotti Content Media collaborated with Leaselab to:
- develop a clear strategy to revitalise their messaging and market position,
- create a Brand Blueprint and Brand Messaging Guidelines that clearly communicate their value,
- revamp the website messaging to align with the updated brand
- simplify communications and enhance user experience to increase engagement with customers and partners.
This strategic overhaul helped Leaselab better engage with their audience, build trust and ultimately increase conversions. The brand now stands out as a trusted expert in the Australian novated leasing industry.
Discover how a focused brand strategy can improve customer engagement and drive growth — read on.
The Company
Leaselab is one of Australia’s trusted pioneers in novated leasing, bringing years of expertise to the complex world of vehicle financing.
Despite their strong market position, phenomenal team of experts and proven track record, Leaselab faced a common challenge in their industry:
making novated leasing accessible, understandable and appealing to the everyday Australian.
They excelled at crafting tailored vehicle financing solutions but struggled to cut through the technical jargon and effectively communicate their unique selling proposition (USP).
Their wealth of industry knowledge and commitment to customer service wasn’t fully translating to their market presence, which then created a disconnect between their exceptional service delivery and their brand perception among potential clients and business partners.
The Situation
In 2024, Leaselab recognised the need for a fundamental shift in their market approach.
Because even with a well-established reputation, they faced a critical challenge: their expertise and value weren’t effectively communicated with their target audience.
Looking to bridge this gap, they reached out to Melotti Content Media for a comprehensive rebranding exercise and repositioning initiative.
BEFORE – See Leaselab’s previous website page
Key rebrand objectives included the following:
✔ developing a comprehensive strategy to refine their market positioning and corporate identity messaging,
✔ simplifying the concept of novated leasing for Australians, and
✔ improving business partners’ understanding of the benefits.
To meet their goals, their marketing materials needed to convey Leaselab’s expertise while guiding potential clients smoothly from initial interest to active engagement.
The Challenge
Novated leasing, while incredibly beneficial, is inherently complex and not widely understood by the general public or even many businesses that offer it.
This lack of understanding posed a significant hurdle for Leaselab. They needed to bridge this knowledge gap to effectively express the advantages of novated leasing to both individual customers and corporate partners.
Leaselab faced the challenge of simplifying this intricate financial concept into digestible information that would resonate with their audience.
Their communication strategy needed to address 3 important areas:
- Customer Education: We clarified the concept of novated leasing, removing confusion and building confidence in adopting this financial solution.
- Communicating Value: We emphasised the mutual benefits of novated leasing for both employers and employees, helping businesses offer a valuable perk that attracts and retains talent while providing employees with a flexible, cost-effective way to manage their vehicle expenses.
- Why Leaselab? We highlighted Leaselab’s unique value proposition, focusing on their expertise, customer service and solutions that set them apart from competitors in the market
Faced with these challenges, Melotti Content Media partnered with Leaselab to develop a more engaging and informative strategy that would them to reach their audience and drive greater engagement.
The Goal
The primary objectives were to clarify Leaselab’s value proposition and strengthen their connection with both individual customers and business partners. The goals included:
✔ developing a comprehensive strategy to do up Leaselab’s brand identity and market messaging, ensuring consistency and clar
✔ creating a unified internal framework that would align Leaselab’s corporate identity with its future direction,
✔ crafting targeted external messaging that would communicate Leaselab’s value proposition and
✔ writing compelling website copy to enhance user engagement.
These goals aimed to position Leaselab as a trusted and approachable leader in the novated leasing market.
The Solution + The Projects
Melotti Content Media employed a strategic and phased approach to revitalise Leaselab’s brand and digital presence. This comprehensive transformation involved several key deliverables:
Company Brand Blueprint – to develop their internal corporate identity
- This foundational step involved defining Leaselab’s internal identity, values and mission.
- It provided a clear and unified understanding of who Leaselab is, guiding all future communications and branding efforts.
Brand Core Messaging – to develop their public marketing messages
- Following the blueprint, Melotti Content Media developed external messaging that distinctly communicated Leaselab’s value.
- This messaging simplified the often-complex concept of novated leasing, which made it accessible and compelling for both customers and business partners.
Website Copywriting – to make their brand tangible
AFTER – See Leaselab’s new website page
- The website’s content was carefully crafted to align with the new brand messaging.
- The refreshed copy was designed to clearly articulate Leaselab’s offerings, benefits and unique value proposition, making sure that visitors could easily understand and engage with the content.
These efforts guaranteed that Leaselab’s brand became more coherent, professional and appealing, successfully overcoming the disconnect between interest and engagement for all their stakeholders.
The Outcome
The refreshed strategy and new marketing efforts led to significant improvements in Leaselab’s ability to connect with their audience.
The revitalised brand identity, messaging and website resulted in:
Increased and Faster Engagement: Since the launch of the new website, Leaselab has seen a 60% increase in conversion rates, demonstrating the effectiveness of their updated brand strategy and enhanced digital presence. Simplified communication made it easier for both individuals and businesses to see the benefits of novated leasing, which leads to quicker decision-making.
Better Client Confidence: Clear messaging helped customers better understand novated leasing, making them more likely to choose Leaselab.
Improved Market Positioning: Leaselab re-established itself as a trusted and professional leader in the novated leasing industry, now even more appealing to both individuals and corporates.
With their refined approach, Leaselab is now better positioned to continue growing and meeting the demands of their customers and business partners.
Leaselab is doing well. The new website is live (as you can see), and performance has really improved. Conversion rate has increased by 60% since it went live, so we’re pretty happy! Thank you again for your help with the project. It made a huge difference.
Michael Laps, Leaselab’s Marketing Consultant
