Do Clients Pay For Financial Advice Or Financial Brands?

Brand Influence In Finance

The value of financial brands is a critical part of any company because of its overall impact both today and for long-term success. Branding can change how prospective and existing clients perceive your brand – and let’s clear one thing: a logo is not a brand.

Branding is fundamental. Branding is basic. Branding is essential. Building a solid brand can generate incredible value for your company. But what is a brand? As far as we’re concerned at Goldmine Media, our definition of branding shapes how you are perceived by those clients and prospective clients who experience it. Because it’s intangible, a brand isn’t as quickly defined. But, without a strong, established brand, you have no differentiation – and no differentiation means no long-term profitability.

The answer to the question ‘What is a brand?’ starts with where a brand lives. So, where do brands live? Brands live in people’s minds. They live in the minds of the people who experience them, from employees, investors, the media and, perhaps most importantly, your clients. Simply put, brands are perceptions.

Brand personality

Your brand personality includes many elements, such as the company’s purpose, vision, mission, values and strategic objectives. You can then add your company’s culture, name and tagline, identity, voice and messaging, website, and brand architecture to this.

Brand personality is the unique spectrum of thoughts, emotions and behavioural patterns intrinsic to any financial services brand. Your brand personality is the reason it is identifiable to loyal clients and the basis for the highly personal relationships they form with you over time during the lifecycle of their relationship with your company.

Brand architecture

Brand architecture is the coordinated system of names, colours, symbols and visual language that defines your brand. This includes your name and tagline, which are the most immediate things to your target audience and clients.

As mentioned, your brand identity is more than just the logo. An effective identity will embody all of the defining characteristics of your brand, including its personality, promise and purpose. Your brand’s identity should be an aesthetic symbol full of meaning that can communicate your brand’s essence in a visual instant to all who experience it.

Brand voice

Your brand’s voice and message are important because they make you stand out by showing your brand’s purpose, promise, and character. These elements make your brand relatable to current and potential clients. Your clients should be able to immediately identify your brand’s voice in marketing materials, ads, or website content.

Your website is the heart of your brand. A good website uses engaging content and design to showcase your brand. Nowadays, websites are not just for desktop computers, but also on mobile devices. They are one of the best and affordable ways to share your brand with your target audience, whether they’re current or new clients.

Client personas

Client research is key to branding. It involves things like interviews, focus groups, and surveys to find out which clients match your company’s purpose and values. This helps you create specific client profiles and a marketing story for your ideal clients. These clients are not only more likely to follow your advice but also more loyal to your brand, which is very valuable.

A clear and consistent brand makes your marketing better. Branding sets your main message, brand character, and market position. Doing client research in branding lets you create targeted marketing campaigns that really matter to your most important clients.

Defining a financial brand is like a journey of business self-discovery, and it requires, at the very least, that you answer the questions below:

  • What is your story?
  • What is your purpose and your mission?
  • What differentiates you from your competitors?
  • What are my competitors doing?
  • Who is your ideal client, and how should you speak to them?
  • What do both your existing and prospective clients think of your company?
  • What qualities do you want them to associate with your company?
  • What are the core values and attributes your brand should express?
  • Time to find out more about the power of branding?

How Goldmine Media Can Help

Also, if you’d like more information on how we can help with your marketing, please contact Goldmine Media. Moreover, you can reach us by calling 0845 686 0055 or email

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