Financial services are everywhere. But compelling brands aren't

Branding is one of the most difficult things to define in business. It’s tangible to your company and something you can't physically hold, see or put your finger on. Branding is more than the colour scheme of your website or your new logo. It’s bigger than that. It’s how you make your leads and clients feel when they encounter your website and business materials.

The best brands make their customers feel good after choosing their product or services. They provide exclusivity, personalisation and provide a positive experience that cannot be matched elsewhere – even if the same products and services can be found elsewhere.

It begs the question…

Do clients pay for financial advisers or financial brands?

Like most industries, financial advice services are widely available in UK towns and cities, and on every corner of the internet. Of course, some services are better than others or have unique selling points. But just like other industries, there is a lot of choice between good advisers within different price brackets.

Those looking for financial advice have options. So, where do they go next? They may choose to do their due diligence on your company and look at reviews and testimonials. They may choose to decide based on your website and the expertise you convey through it. Maybe one of your blog posts will speak to a lead and convince them you are right for the job.

But another, and arguably bigger factor, is your brand. Financial advice clients choose brands they can trust. When dealing with finances, investments and mortgages, clients need to trust in you. And branding is one of the most effective ways to build trust with clients.  

How do brands create trust?

Brands are able to build trust with anyone reading or using their website and business materials. Here are some ways they do it:

• They use colours that can psychologically build trust
• They are clear and transparent
• They are always professional
• They stick to their stated values
• They share trusted and verified content

Notice how all of these things don’t specifically relate to a logo or a colour scheme? Yet, they can be applied to these things and more!

Signs it’s time to rebrand your business

Most businesses will rebrand their business during the process of getting a new website made. There are other reasons to rebrand, such as:

• Your existing branding has become dated
• Your business moves location or expands elsewhere
• You have changed your services or USP
• Your target market has shifted

If any of these ring true, it might be time to reach out for branding services. WEBPRO Adviser offers a rebranding service that combines marketers and designers for the best results.