Financial branding is more than a logo, tagline and color palette. Whether you’re an asset manager, wealth management firm, fintech, bank or other finserv provider, your brand is what you are as a firm, what you believe, how you’re different. It’s a powerful tool for fostering mindshare and loyalty, acquiring and retaining clients — and growing your bottom line.
Blending ideas, words and images, a financial services brand is often communicated in split-second interactions with clients and prospects. Word-of-mouth referrals alone won’t build your business. Whether you’re creating a new brand or refreshing an established one, we’ll expertly guide you through the process by:
In today’s competitive finserv landscape, your financial brand needs to resonate powerfully with audiences and elicit an emotional response. Strategy is critical.
We begin with discovery, encompassing:
Positioning defines and differentiates your company, product or service. It sets the tone and establishes style — through the user experience, your offerings, your business approach and your culture.
Whether your financial brand is established or new, local or global, consumer-facing or B2B, we’ll develop a positioning that is credible, sustainable and distinct and engages your audiences, whether retail or institutional — or both.
Amid a crowded and competitive financial services marketplace, messaging provides succinct, distinctive responses to basic questions: Who are you? What do you do? What sets your financial services firm apart?
The spirit and tone of a messaging platform — and often the words themselves — are infused throughout your branded content. That’s why messaging is so crucial and why we focus on proof points that validate your messages.
Creating and launching a memorable financial brand name requires highly specialized capabilities and a methodical process:
A visual identity should capture your financial brand’s essence and instantaneously express its personality and style through a strong logo complemented by typography, imagery, graphic elements and colors.
Designing these elements to differentiate you and ensure implementation across the entire enterprise and all of your markets takes sophistication. We apply a proven multi-step approach to developing and fully realizing the visual system and applications. This enables us to deliver on your positioning, communicate your personality and values, and be suitable across your business.
The success of financial branding depends on how consistently it’s carried out across communications and over time. So we create comprehensive guidelines to help your marketers, agency partners, content creators and external vendors understand your verbal and visual brand assets and how to use them. This document captures:
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