Best Branding Strategy for Fintech
Our Client
A global financial software company ready to launch an important new product to its investment banking and private equity customers.
Our Challenge
Fintech has transformed customer and investment services. Leading companies like Stripe, Coinbase and Robinhood have automated insurance, trading, banking services and risk management. For investments, it has enabled firms to deliver better service. No longer are private equity companies slow moving, but innovation hubs, ever searching for software that speeds transactions and risk analysis so that their decision-making processes are more rapid and seamless.
As a result of these market conditions, our client needed a new brand and story for this software that reflected its knowledge and capabilities, and positioned the company for growth within this highly competitive and tumultuous environment.
They wanted their branding experience to accelerate rather than delay their product’s time to market. We were hired to help create and develop an accelerated brand messaging and strategy program.
Step 1: Marketing Research for Fintech
We began by studying this new software, taking a deep dive into how it works, what it offers, its audiences and the competitive landscape. With a clear understanding of all the moving parts, we customized our proposed strategy and workflow to meet our client’s goals and project requirements.
Step 2: Branding Fintech
Next, we met extensively with product development and sales teams. We began with corporate brand education, naming best practices and messaging work. For the latter, we facilitated the exploration of features, benefits and emotions that could be associated with the new software. We guided message development and key messaging points, with the both teams opinions aligned.
Step 3: Generate Fintech Marketing Parameters
We carried out an in-depth 360-degree assessment (employees, customers and competition) that gave us insight into the company’s strengths and opportunities. We proposed a new brand position to reflect the firm’s confident execution and actionable expertise: “Insight in Action.”
With this new narrative in place, we helped bring the new software to market, providing recommendations to increase engagement and improve internal communications. Working in collaboration with or client’s internal team, we provided all the necessary tools to successfully implement the brand. We focused on helping its team understand the methodology behind the branding of the new software, rather than providing a strict set of guidelines.
Take-away: Impact
We provided our client with an easier strategy to communicate services and value to prospective clients through a variety of new marketing and sales tools. The key message points, buttressed by new operational imperatives, featured stronger brand messaging, user-friendly experience and a better platform for sharing insights and expertise.
With seven months of the new software launch, our client received an offer to merge with a much larger competitor. This served as a milestone for our client, as it reflected the increased value of its overall brand. We look forward to its continued growth.