Rebranding Cat Financial

In mid-2011, Cat Financial began to transition some of their non-branded products and services under the Cat Financial name. Simantel worked with Cat Financial to help with the communication of refreshed brand and services.

Through research, Simantel found that Cat customers truly valued their relationships with Cat Financial—and how the company goes above and beyond other lenders to support customers’ businesses, especially during the recent economic downturn. Simantel recommended that Cat Financial leverage this feedback by focusing on the customer and telling customer’s stories through the new position, “For the life of your business.”

Simantel collaborated with the Cat Financial team to launch the refreshed brand through new sales tools, advertising, landing pages (for lead generation) and customer testimonials. The project began in the U.S. and has since been customized globally through additional customer testimonials.