Building a brand. The finance industry.
Financial institutions need more than just efficient services, they need a personality that their clients can rely on.
Coming up with a brand and identity for a banking or finance company can be tricky. Often, the balance between friendliness and professionalism can be hard to nail. At Erretres, we have been involved with a range of diverse branding projects in the finance industry, and have gained experience and knowledge through them. Some of the key points are mentioned below.
Trust and approachability.
Trust is an indisputable necessity for financial firms. In addition, being approachable can help brands build on that trust.
More than just money.
Money is just a means to an end. Brands need to also consider the client’s needs and goals.
Think long term.
Be it individuals or businesses, both kinds of customers look for a long term relationship with their financial entity.
Trust and approachability with the right communication.
Financial institutions play an important role in the economy, and brands need to look at the overall development of all the ecosystems it resides in. Such an approach can build on the trust lost after the financial crisis. Moreover, building a cordial perception of the brand will go a long way in establishing itself as a reliable institution.
The branding project for Banco Pichincha, an influential and historic Ecuadorian bank, was aimed at building an identity that is more relevant and warm for the audience it wants to target.
Through the concept of simplicity and clarity, Pibank’s identity was developed to make it a more approachable bank.
More than just money, it is about the client’s goal.
When brands focus on their customers rather than their money, they build a strong relationship with them. This approach can humanise the brand more and, in turn, make them more approachable.
For Pibank, we took a client-centric approach to build its identity for the specific Spanish market that the sub-brand was being developed for.
The verbal and visual identity for Abante specifically focused on the objectives of their clients and making it about them as people rather than just their investments.
Banco Pichincha is a respected brand in Ecuador. Though it has always looked to bring in regional development, the concept did not come through in their identity. Our rebranding project incorporated this aim in its identity, allowing it to shine through.
Think long term and the possibilities.
As technology continues to disrupt industries, finance very much included, brands need to keep up and maintain an identity that can work across the varied contexts. The brands that keep an eye on the future will naturally gain their audience’s preference.
We modernised Banco Pichincha’s brand for the varying applications of the brand and its identity communicates the idea of development for the future.
For Abante’s verbal communication, the emphasis on the long-term relationship with their clients was one of the key components.
To find out more about these finance branding projects, follow the links below:
Abante
Visual and verbal identity for a financial consultancy entity.
Pibank
A faithful sub-brand tailored to a specific market.
Pichincha
A modern brand for Ecuador’s biggest bank.
Erretres — The Strategic Design Company is a branding and digital consultancy providing business and strategic value for companies, brands and future-driven projects.
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