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BUILD BRAND IDENTITY

Branding Process Tailored to Financial Services Marketing Needs

Financial services marketing has been slow to understand that establishing a strong brand identity is important to a company's long-term success. For financial services organizations, just like those selling refrigerators or corn flakes, brand image is a fundamental set of brand attributes that express a company's marketplace persona. To create a strong brand identity, financial marketing initiatives need:

Brand Messaging—cohesive, consistent brand messaging that focuses on communicating a company's key brand attributes

Brand Signature—distinctive visual and verbal brand elements that are immediately identifiable with the company and the differentiated products and services it offers.

Suasion Resources' Brand Engineering^® process has been designed specifically to address the needs and constraints that are unique to financial services marketing. It provides a highly focused and market-driven approach for creating a strong brand identity, communicating carefully defined brand attributes and managing marketplace perceptions. A well-defined, carefully orchestrated brand identity provides competitive differentiation that can be leveraged to maximize the effectiveness of marketing communications, public relations and promotional initiatives.