Financial services and branding
The competitive landscape
Financial institutions operate in an intensely competitive and highly regulated environment that has become even more challenging due to the global economic turmoil. Also affecting the industry is a wave of mergers, acquisitions and restructurings which continue to reshape the business landscape.
As firms navigate this potentially perilous terrain and adjust to new market conditions, they must also seek new ways to communicate their value to customers and regain consumer trust. This is especially important today, as a steady stream of home foreclosures, rejected loans and changing retail banking fees has led to an erosion of trust between consumers and financial institutions.
Crisis of confidence
An example of the financial service industry’s disconnect with customers is highlighted in Siegel+Gale’s recently published Global Brand Simplicity Index, in which consumers worldwide ranked certain banks, credit card firms and insurance companies among the laggards in providing simple communications, interactions and experiences.
Bespoke research methods inform high-value branding for financial services
Our expertise is using rigorous research methods to analyze a company from the outside in, and create and implement a strategic brand platform that redefines how firms express their brand promise. For financial institutions, this means developing a strategy that illuminates the real value they deliver and educating and empowering employees to bring the brand to life.
Financial services branding and brand reconstruction
At the core of our implementation process is helping companies develop an organizational purpose, an overarching statement which inspires employees to believe in what they do. Other services we provide include creating an aesthetically pleasing and user-friendly visual identity, and using our SimplicityLab™ to measure the clarity and comprehensibility of all communications, especially in regard to confusing financial jargon and complex legal agreements.
In the rapidly changing financial services industry, Siegel+Gale can provide companies with the tools they need to reposition their brands, refocus their mission and establish a foundation for future growth. That’s how, for the past 10 years, we’ve been helping the biggest financial institutions such as American Express with their marketing.
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