This is an era where branding is more powerful than ever. No matter what industry you’re in, connecting with the public is what’s going to set you apart from the competition. As a business, you want to reflect an image that embraces culture and enthusiasm for your industry as well as an appreciation for your consumers. As an individual, building an image in the public eye is important for gaining trust.
Thriving in your branding initiative is giving an image and voice to your organization and profession. Talking about what services you offer and what needs it fills doesn’t cut it for the new age of consumers. There needs to be something people can connect with.
The new era of the fintech industry is still new to people, with the success of PayPal setting the standard for many companies. Consumers want something they can materialize or else there will be uncertainty and hesitation. Branding is the formula to override this, though it takes effort along with trial and error.
The main focus of branding in the fintech industry focuses on two key areas: one is trust and the other is empowerment. People need to trust fintech companies and feel like they are ahead of those still using traditional banking.
With that in mind, here are some things your organization can try:
Content With Value
A large portion of the millennial generation does not have investment goals or even know how to properly invest or build a portfolio. Utilizing social media or apps, companies should take time to develop educational and engaging content for these areas. This move checks both boxes, it builds a trusting connection and empowers people by learning.
Everyone wants to make the most informed decision possible when it comes to their finances. You can invest in all the advertising you want, but the most valuable content to your audience is based on your knowledge.
Go Mobile
The average person spends around 5 hours per day on their phone and some as high as 12. There is an enormous window for advertising real estate on mobile platforms. Of course, many companies are riding this wave nowadays by building a social media presence and developing advertisements for mobile platforms.
App development is another major player in the mobile landscape. With an easy-to-use app, you can channel your advertising efforts to promote it.
Transparency
Directness in your messaging strategy with a clear definition for what purpose your business serves is a far easier and less stressful way to market. Overcompensating will never pay well in the long term. Over-delivering on the other hand is sure to gain attention and build a supportive community around your brand.
With finance, people need someone they can trust. Learning about a banking system that is ahead of its time will get people talking. The engagement aspect aside, innovation is always a driver of excitement.
What’s Next?
Branding should be a fun part of constructing the layout for company culture. For fintech companies to consistently engage more users, finding ways to appeal to new audiences is crucial. Like anything, there will be things that work and things that don’t but the key is to find what suits you.
Your business isn’t unique because of the industry, it is unique because you offer X Y and Z that others don’t, or because your long-term goals as a business means X to your customers. Try things, learn from them, try again and discover what about you as a company is going to be relevant to your audience's future.
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