Trust, reassurance, ‘in safe hands’ – these are the words that come to mind when people make big financial decisions. On the other side, you’ve got words like confidence, excitement, and exhilaration – important feelings for high engagement.
So, how do you strike the right balance with your brand positioning when one foot is firmly planted in the conservative, ‘safe’ side, and the other is stepping into the forward-thinking, innovative world?
Here are three ideas to put into practice:
balancing long-term brand building to foster trust, reassurance, and awareness with tactical marketing around new products, industry challenges, and thought leadership creates excitement and anticipation. This blend helps form deeper connections and drives stronger engagement
market conditions evolve, business strategies change. Brands must adapt – but only if the right level of thought and a deep understanding of audience needs have been embedded in the brand strategy from the outset. A brand built on solid foundations should evolve with the changing landscape, ensuring both stability and the agility to outmanoeuvre competitor brands
empathy may not be the first thing that springs to mind in the fast-paced world of financial services, but it’s a powerful force that demonstrates problem-solving on a human level. In branding, empathy can showcase how a client’s challenge was understood, addressed, and overcome, emphasising both the tangible benefits and the emotional rewards that come from the solution.
Ultimately, the brands that succeed are those that can seamlessly blend trust and excitement, creating a dynamic experience that both reassures and inspires their clients.
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See our work for our financial services client Carne Group.
