4th April 2022
Great financial services branding doesn’t happen by accident. It requires precision assembly with all of the critical components working together harmoniously within a proven framework.
That’s why we call the practice of planning, designing, constructing and maintaining a company’s brand infrastructure, Brand Engineering.
At Financial Marketing, we have developed a rigorous process for time-poor management teams to create their brand foundations in just one day.
The five components of a compelling brand
We have identified five key attributes (5Rs) shared by top quartile brands which we use to validate all of our branding interventions for clients:
• Relevant – The appropriateness of brand ‘fit’ to stakeholder wants and needs.
• Remarkable – The distinctiveness of the brand as seen through the customer’s lens.
• Resilient – The ability of the brand to withstand external pressures in a rapidly changing world.
• Reputational – The level of trust, respect and esteem gained by a relationship with the brand.
• Real – The authenticity of the brand promise as it is lived through the customer experience.
A framework for success
Our proven One Day Brand Workshop process is a systematic approach that enables financial services organisations to discover, define, develop and deploy their irresistible brand vision within an actionable framework:
Positioning – Discovering where your offering currently stands in relation to your competitors.
Personas – Describing your ideal target audiences, their key drivers and behaviours.
Promise – Distilling your organisation’s core essence, the soul of your business and the central promise at the heart of your brand.
Pillars – Defining the values that will shape your business culture and guide the behaviours of your team.
Propositions – Determining the measurable and demonstrable promise of value to be delivered to your customer, linked to your core essence.
Personality – Developing the human characteristics of your brand, from the brand vocabulary to tone of voice.
Proof – Detecting sources of evidence that endorse and underpin your authentic brand.
Pitch – Delivering a concise and compelling introduction that sparks meaningful business conversations.
Plan – Documenting the workshop outputs in an actionable Brand Blueprint within 48 hours, validated against the 5Rs of a perfectly balanced brand (Relevant, Remarkable, Resilient, Reputational and Real).
A precision-engineered brand is a clear, confident and compelling brand that makes your marketing meaningful. It allows you to connect powerfully with your customers. It acts as a rallying cry to your employees. And it is aligned perfectly with your vision.
Ultimately, it will enable your business to stand out, giving you a distinctive competitive edge that will cut through the clutter in an increasingly crowded market.