Part One: The role of brand in financial services

What does it take to succeed in this complex landscape?

A clearly defined brand delivers strong tangible and intangible benefits to every financial services organisation.

Brands born of a deep understanding of your organisation’s market, business, customers, competitors and employees will perform strongly and facilitate business growth via increased numbers of referrals, shorter sales cycles, reduced price sensitivity and a lower interest in competitive offerings

Part One of the Outlook for Financial Services Branding explains the role of brand strategy in financial services organisations, ensuring your business can capitalise on the benefits that only a well-built brand can deliver.

The role of brand in financial services will:

  • Explain the importance of brand in the financial services sector.
  • Provide a well-evidenced business case for brand and market research.
  • Articulate the role of brand architecture strategy in helping customers navigate the financial services landscape.
  • Highlight the difference between a refresh and rebrand, as well as explain where they are necessary.
  • Help identify and finesse the potency of your brand’s positioning in its competitive context.

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