Financialmarketing

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"We needed expert help to develop an entirely fresh and jargon-free set of core values for The Barnet Group under its new CEO. Their preparation for the conference was meticulous. On the day itself, they were brilliant."

Create and Sustain Your Valuable and Valued Brand

In addition to full service marketing support, we offer a dedicated brand development practice – Brand Workshop. Now more than ever, companies need to create and sustain a valuable and valued brand. We can help you build your services brand to drive engagement, unite and energise teams and drive sustainable competitive advantage. Our brand management programme is available in five interlocking modules.

Brand Workshop - Powered By Purpose

Our tried and tested one day Brand Workshop process creates brands that deliver shared and strongly differentiated vision and values, in an actionable framework.

As part of the process, we apply our brand knowledge and experience to guide senior management teams in developing and articulating their brand’s purpose, proposition and personality. Plus, we help map out the practical details of how the brand can be a unifying force that drives every area of the business. All future communications will cascade from this important session, enabling a compelling, coherent and consistent approach to market.

The Brand Workshop outcome is to deliver your brand promise that will:

  • Forge the vision and values at the heart of your brand and business
  • Light the spark within your people to live and breathe powerful and engaging brand values at every customer touchpoint
  • Create an elevator pitch that enables your key value propositions to shine
  • Deliver a marketing action plan that will spread your messages like wildfire.

During a one-day Brand Workshop, we will fully explore with you the 8 following crucial brand-building foundational elements:

Step 1 – Purpose & Vision

Purpose defines why the business exists beyond financial gain. Vision outlines the difference in customers' lives (or the larger world) as a result of fulfilling its Purpose.

Step 2 – Core Brand Essence

The brand’s purpose distilled into the simplest, most single-minded term. For example, Volvo is ‘safety’, Harley Davidson is ‘liberating’, Disney is ‘magical’. The most powerful brand essences are rooted in a distinctive and valued experience.

Step 3 – Values

The brand values that form a set of guiding principles and promises that shape every aspect of your business and are lived every day.

Step 4 – Key Value Propositions

Specific, clearly defined and deliverable actions that create customer value aligned to and supporting the Brand Essence.

Step 5 – Brand Vocabulary & Tone of Voice

The carefully chosen words and tone of voice we use to convey brand messages with maximum empathy and impact. It is vital that in a crowded market, we avoid the stock ‘vanilla’ phrases of the industry and seek to stand out, by standing for something.

Step 6 - Proof Points

Identifying the sources of evidence that will endorse and underpin the credibility of the Brand Promise and Propositions.

Step 7 – Elevator Pitch

An Elevator Pitch is a brief, prepared statement that defines a product, service or the value of an organisation in as little as a minute. Each individual within the organisation should be able to relate the value proposition to his or her own role and departmental area of focus.

Step 8 – Marketing Action Plan

An outline Marketing Action Plan is discussed, looking at the broad practical next steps needed for a brand launch / re-launch and ongoing communications to its key stakeholders.

Within 24 hours of the workshop, the knowledge and conclusions are compiled into a formal document to use as a foundation for building your brand. The Brand Roadmap is an encapsulation of the actionable insights uncovered during the workshop, distilled into a narrative that captures the essence of your brand. It’s also a living document, so it can evolve with your brand.

Distinctive Design - Creating Your Advantage

Brand Naming

A great name is the mark of a great brand. Evocative brand names inspire and unite, setting your brand apart from the crowd and creating memorable associations. An evocative brand name creates positive and lasting engagement, builds value and loyalty and creates market space, conferring equity to the brand owner.

Logo Design

In today’s crowded landscape, a strong brand cuts through noise and clutter and delivers a clear picture of who you are and the added value you bring. Whether you are looking for an evolutionary or revolutionary logo design or somewhere in between, we will develop a distinctive creative solution that differentiates your brand, so you can rise above your competition and help you with all aspects of its implementation and governance.

Brand Guidelines

Your brand is arguably your most important asset. So it is vital that you are able to project a consistent expression of your brand at every touchpoint. The brand guidelines we create for you will enable your key stakeholders to receive a consistent, coherent and distinctive brand experience, however and wherever they interact with your brand. We recognise that these must be flexible in meeting the requirements of every application, yet rigorous enough to ensure that the integrity of your brand can be tightly managed and protected.

Website Design

A great website doesn’t just have to look great. It also has to inform, engage and inspire. It has to convey the core essence of your brand and highlight why your business is different and evidence your experience. Your site has to function brilliantly on desktop, mobile or tablet. It has to be intuitive to use and easy for you to edit. And, crucially, it must consider your customer journey and experience at every turn. We craft beautiful, responsive (device-neutral) websites and collateral in line with your specific marketing and brand priorities.

Video

We bring brands to life with creatively crafted videos that will engage, inform, educate and inspire your audiences. From video presentations and journalistic case study interviews to animated explainer videos, we will help you showcase the tangible value you bring to your customers and build demonstrable evidence of your expertise. Video is there when you can't always be. It is shareable, accessible 24/7 and is quick and easy for a time-poor customer to digest.  Let us help you share your brand story in a powerful way.

Brand Embedding - Living Your Values

Creating Authentic Values as a Team

A totally bespoke values workshop session brings your entire team together to discover the genuine, authentic soul of your brand and helps you explore, analyse and achieve consensus on your core values.

From 5 people to 500, our research-driven values workshop process gives everyone a voice in creating the values they truly value, by using the latest tech and cutting-edge team coaching approaches:

  • Ignite your purpose in an authentic way, defining the essence and values at the core of your brand and your organisation;
  • Spark the imaginations of your entire team, through developing a powerful and deliverable shared vision;
  • Illuminate your irresistible points of difference.

Bringing your Brand to Life in Every Way, Every Day

A brand is built at every single touchpoint. We work across the entire organisation to support each and every team member to connect to the brand and deliver its promise, day in and day out:

Inform (Know It) – Using surveys and internal campaigns we will bring the brand to everyone and start to gain both their attention and passion.

Engage (Believe It) – Through an internal roadshow we allow everyone the opportunity to explore how they can play their part in bringing the brand alive.

Align (Live It) – We take all of our learning in the Inform and Engage stages to support the management team in creating frameworks to support alignment to the new values and behaviours, for example via recruitment, induction, performance management, training and recognition.

Integration - Connected, Trusted, Communications

Financial Services brands that endure and thrive generally have the fact that they are trusted as a core quality.

Trust is built upon the bedrock of customer centric behaviours. Marketing communications plays a pivotal role in connecting these customer centric behaviours to the world in order to allow trust to grow.

We use our own proprietary marketing communications development and planning framework – PURPOSE – to hone your messaging and value propositions within the context of your competitive communications environment:

  • It is a ‘mirror’ to put up to the business as an indicator of having the key valuable marketing assets that help create competitive advantage;
  • A gap analysis is researched and presented within a scorecard, which details the performance of the business against its competitors in relation to these key marketing assets;
  • This then provides a routemap for marketing communications development.

As a specialist, integrated agency with deep financial services communications experience and expertise, you can be assured that our team asks precisely the right questions to create tailored marketing communications programmes that are both cohesive and compelling.

We will help you tell your story with authenticity in a way that will engage and encourage dialogue with your key audiences and engender trust.

Customer Experience (CX) - Return On Engagement

Customer Experience (CX) is concerned with orchestrating an end-to-end journey between a customer or business introducer and a company. CX involves a wide variety of channels, platforms and touch points - from pre-purchase (awareness, research, attraction, interaction) to purchase, and then on to post-purchase (use, cultivation and advocacy).

The secret behind a successful customer experience programme is the ability to relate it to business objectives, values and specific journeys.

There are a number of reasons why building an outstanding introducer / customer experience is critical to businesses:

  • Creates a competitive advantage
  • Improves customer satisfaction
  • Builds lasting customer relationships
  • Fosters repeat customers and customer loyalty
  • Increases customer advocacy and referrals
  • Increases cross-selling and upselling
  • Reduces customer churn
  • Increases revenue and sales

Key strategic CX imperatives include:

  • Identifying compelling customer / channel insights for service improvement (Voice of Customer)
  • Enhancing the end-to-end experience
  • Facilitating more meaningful interactions
  • Capturing moments of delight / exciters / delighters (wow)
  • Gaining deeper insights as to how the values of your business relate to the customer experience from their lens and how they are being lived
  • Developing more effective customer acquisition / conversion
  • Improving speed to market and responsiveness where it matters most
  • Establishing a foundation for enhanced operational effectiveness and innovation centred around the Customer Experience
  • Creating stronger, long-lasting customer relationships
  • Establish how your customer experience compares with that of your competitors
  • Defining ‘what’s next’ in terms of customers’ wants, needs and expectations
  • Removing unnecessary obstacles, barriers and 'friction' from the Customer Experience