Just over a year ago, New Model Adviser® released their 2019 list of the Top 100 financial planning businesses. What stood out, was how many of these firms had started to take marketing and branding seriously.
This year, strong branding has been the glue holding financial companies, disconnected by Covid, together. It’s not a vanity project either; people are beginning to understand that branding isn’t just about how a company looks and sounds. It’s also about how it feels. And social purpose is a huge part of that.
With a growing trend towards ESG and impact investments, social purpose is clearly also a priority for investors. Financial firms need to reflect this in their brand proposition to avoid alienating the next generation of expectant advisers and clients.
A corporate look and feel, full of staged stock imagery with a tick box CSR policy, doesn’t inspire or compel. On the other hand, a bold and creative look and feel, fuelled by, true stories, real people and purpose-led principles will move people to action.
Brands that embrace this new era of financial branding and brave the move to a story-led approach that showcases their social purpose, will be rewarded at a time of accelerating change.