What is Brand Engineering?

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.