With an extensive professional experience in online payment processing, Symphopay’s founder challenges the status quo of brick-and-mortar retail establishing an ambitious and visionary startup. Thus, a middleware solution of card payment processing for retailers is born, aiming to transform the POS terminal into a new channel of interaction at the point of sale. Being aware of its potential of business, evolution and international scalability, Symphopay wants to prepare its entrance on foreign markets.
In this context, following our discussions with the Symphopay team and our research on its business environment, we noticed the difficulty of conveying unitary and consistent brand messages to the two types of audiences – merchants and banks -, considering that they have different needs, expectations and understanding of the new fintech solution.
How can a new business communicate in a clear, coherent and relevant way addressing different audiences?