Who do you think you are?
Welcome to our ‘mind the gap’ article about brand & identity.
Let’s first make sure we are all on the same page about the terminology because the language used is often misunderstood.
Brand: Your brand is a combination of a visual identity, tone of voice and behaviour - most visibly expressed through your logo, taglines and images used in communication campaigns.
Tempting the customer
Your logo should reflect your brand personality, not what you do. Taglines offer the promise of something rather than explaining your offering in detail. Images should reflect the emotion you want to create in the mind of the viewer.
Campaigns are a combined marketing and sales effort towards a specific objective with an intriguing theme, delivered through a set of activities over a defined period of time. And the days of running a campaign across a single platform are over – it’s all about integration now.
Setting out your strategy
Identity: This is your company's DNA, your beliefs and values - what you stand for. Other people will refer to it as your purpose. It basically underpins everything: your vision, mission and strategy.
The reason I am banging on about these terms is that most companies selling into the financial services sector have some of the above in place – but their approach to branding and identity is haphazard and not very joined-up.
Making them want you
Having a strong brand is important. People want to connect to your brand, to buy into your story. Together with positioning (which I will discuss in my next blog), it provides answers to who you are, what you do, why you do it and for whom. This is not just about customers either – it is just as important that your own people connect with the brand.
The financial services industry is notoriously risk averse – banks do not work with suppliers they have never heard of, so having a strong brand is about more than vanity. Branding gives you your unique identity and your position in the market.
In the next blog in this series we will talk more about positioning. Make sure you are in the right place to find out more!
Mind the Gap.
Facilitate the buyer's journeyFrom lead to deal: the sales game has changedKnow your client (research / use the right data).
Lack of structure and a lot of creativity. Are these the characteristics that come to mind when asked to describe a great salesperson? Not really right? Yet, the best sales people I know in the industry are not very structured, not very organised nor disciplined.
The integration of marketing and salesHow Sales and Marketing live happily ever afterHave tooling in place | Connect your marketing activities to your CRM.
In our article 'From lead to deal: The sales game has changed' we observed that successful organizations changed from controlling the sales cycle to facilitating the buying cycle. This approach requires a deep integration of marketing and sales. For many organizations this is a fundamentally new way of thinking. How can you arrange a successful marriage between marketing and sales?
PositioningFinding the right positionPositioning is all about differentiation.
Welcome to our ‘mind the gap’ article about positioning. Here we will discuss the importance of positioning and how it can help you stand out from your competitors. How many times have you walked into a bank to pitch for a piece of business only to be told ‘we already have the functionality you offer’ or ‘we solved that problem a long time ago’.
Value propositionValue proposition: the extra mileWhat problem do we solve and for whom?
In this ‘mind the gap’ article we will discuss the value proposition and how it will help your fintech sales efforts in the financial services sector. That is, if applied correctly... Going the extra mile...