BUILDING A BRAND FIT
FOR CHAMPIONS

BEYOND CHEAP

XLN had generated a customer base of over 130,000 small businesses in the UK offering phone, broadband, card processing and energy – with the promise to be ‘always cheaper than BT’. The price led strategy was prominent but the brand wasn’t. XLN didn’t stand out in the market other than cheap deals. Enter Calling Brands to attract more customers through advocacy.

EVERYTHING BUT NOTHING

XLN had accumulated over 10 years of definitions; brand propositions, brand characters, brand territories, brand principles, brand promises, brand values, brand pillars, brand narratives, brand manifestos, missions, customer charters, reasons to believe - the list went on. Confusion inside amounted to a dysfunctional brand on the outside. We used our strategic pruning sheers and clipped away until we discovered what we were looking for.

TOOLING UP

Christian Nellemann, XLN's founder, built the business on his quest for better deals for small businesses. We crystalised this with the brand essence ‘On your side’, and used it as our starting point to create all the tools needed for XLN to take on the goliaths and to build an internal brand for people to believe in. We created a crystal-clear platform for development of everything from the look and feel to marketing campaigns, call-centre scripts and product innovation. A complete framework and common language to grow the XLN brand.

“We no longer have to compete solely on price, we now have a strong brand that can take on the Goliaths of the industry”
CHRISTIAN NELLEMANN, CEO