Finance brands operate under constant scrutiny. They handle money, trust and regulation. The sector spans high-street banks, insurers, fintechs and investment houses, each with its own way of projecting credibility. The challenge is to appear safe but not stale, innovative but not reckless.

Behavioural signals

• Authority signalling. Branches, head offices, financial reports.
• Security language. “Safe,” “protected,” “insured.”
• Heritage cues. Centuries-old institutions draw on longevity.
• Innovation positioning. Fintechs use design and simplicity.
• Lifestyle projection. Credit cards and investments tied to aspirations.

Energies fit

• Ruler. Banks and regulators projecting control.
• Navigator. Investment and advisory services guiding choices.
• Pragmatist. Insurers and fintechs solving everyday issues.

Others: Sophisticate (luxury private banks), Familiar (building societies), Visionary (crypto).

Media and channels

• National press and business titles.
• Outdoor and transport hubs.
• Sponsorship of sport and arts.
• Digital apps and online banking platforms.
• Direct marketing through email and post.

What to avoid

• Over-claiming security or returns.
• Jargon-heavy communications.
• Poor customer service, especially digital.
• Ignoring cultural and political sensitivities.

Summary

Finance lives or dies by trust. Brands succeed when they align signals of authority with service that works. Energies keep them from drifting into either sterile conservatism or reckless novelty.

Featured brands

• Aviva
• Barclays
• Deloitte
• HSBC
• Lloyds
• Revolut