Creating a winning and lasting brand is all about building trust.

And if your company is in charge of handling other people’s money or offering financial advice, this is doubly true.  

In fact, almost 70% of consumers said they would only buy a product from a company they trust, with 50% saying they would pay more to a trusted brand.  

But how do you make financial services—a field often seen as numbers-heavy and abstract—trustworthy and engaging? The secret lies in crafting a brand that is both strong and approachable, no matter how complex the subject matter. 

Financial branding is more than a logo or a catchy tagline. It’s about creating a recognizable identity that speaks to your audience across all touchpoints. Whether it’s a fintech startup or a century-old bank, strong branding can build trust, improve customer loyalty, and boost your bottom line. Let’s dive into what makes financial branding so essential and how leading companies do it right. 

What is financial branding?

At its core, financial branding refers to the process of building a cohesive identity for financial services businesses. This includes elements like messaging, visual design, and customer experience that reflect your values and resonate with your audience. The goal is simple: to stand out in a crowded market and build lasting trust with both current and potential clients. 

But why is financial branding so important? In an industry where businesses offer similar services and differentiation can be challenging, strong branding helps you highlight what makes your company unique. When done effectively, financial branding can: 

• Maximize marketing ROI by clearly showcasing what your company stands for 
• Increase customer lifetime value (CLV) by building trust and loyalty over time 
• Attract and retain clients through a consistent, memorable experience 

Why is branding important in financial services?

Branding has become a strategic priority in the financial services sector, and for good reason. The industry faces unique challenges, including lingering reputational damage from the 2008 financial crisis, rising competition from digital-only players, growing concerns around data security, and disruptive innovations like blockchain, AI, and robo-advisors. 

Standing out in this crowded and often mistrusted space requires a strong and authentic brand. Public perception of the financial industry remains a hurdle. For instance, a recent UK YouGov survey ranked the reputation of the financial services industry dead last out of 26 industries; even trailing behind gambling.  

In this context, branding isn’t just about appearances. It’s about building trust, earning customer loyalty, and setting your business apart from the competition. Whether you’re a fintech startup or a well-established institution, a carefully crafted brand strategy can win over skeptical customers and encourage long-term loyalty. 

Below, we explore some of the most innovative branding strategies in the industry—success stories from companies that got it right. 

How four top financial brands found a way to stand out

Virgin Money: Reinventing a legacy brand 

When Clydesdale and Yorkshire Bank Group (CYBG) took over Richard Branson’s Virgin Money in June 2018, it created the UK’s sixth largest bank with 6 million customers and a total lending capacity of 70 billion GBP. But beyond the impressive scale of the deal, the move made headlines for CYBG’s bold branding strategy: they didn’t just acquire Virgin Money—they adopted it. 

Instead of stamping its own name on the venture or even co-branding financial services offerings (both of which would certainly grow CYBG’s brand image and presence in the market) CYBG committed to rebranding all of its operations under the Virgin Money name.  CYBG agreed to license the Virgin Money brand for £12 million annually, a fee that rose to £15 million by 2022. The investment was a clear signal that CYBG wanted to leverage the strength of the Virgin name, rather than relying on its pre-existing brand identity. 

It’s important to acknowledge that the Virgin Money brand wasn’t always the powerhouse financial brand it is today. While Virgin is one of the world’s most recognizable brands, Virgin Money itself faced huge challenges with its takeover of Northern Rock in 2011. Branson and his team had their work cut out for them, operating within an environment of huge consumer backlash and the publicized fact that it had zero credentials as a banking service—not a great look for a financial brand. 

So, how did Virgin Money overcome these obstacles and position itself as a trusted banking brand? The answer lies in a brand-first strategy. Under Richard Branson’s leadership, Virgin Money launched a £10 million ad campaign built around Virgin’s reputation for putting customers first. The campaign promised “a better kind of bank,” one that focused on customer service instead of cost-cutting, a refreshing alternative to the public’s perception of the banking industry at the time. 

For the next seven years, Virgin Money would continue to refresh and update its brand to remain competitive in its market and strengthen its position in the banking industry. 

Key takeaways 

• Invest in branding: Virgin Money’s investment in advertising and trust-building campaigns paid off, transforming its reputation and market position. 
• Leverage brand heritage: Highlighting Virgin’s established legacy helped differentiate Virgin Money in a skeptical market. 
• Branding can outshine products: In competitive markets, strong branding can become more valuable than the products themselves.  

BDO Norway: Elevating brand consistency across borders

Brand trust is built on consistency. In the financial services sector, even small off-brand experiences can harm a company’s reputation, undermining client confidence and creating unnecessary friction.  

As a leading advisory and accounting firm, BDO Norway faced significant challenges in maintaining consistent branding across its global offices. The firm recognized that inconsistencies in templates, document designs, and branding elements were affecting its ability to present a unified and professional identity to clients. 

To tackle this issue, BDO Norway partnered with Templafy to bring structure and consistency to its branding processes. By integrating Templafy directly into Microsoft Office, employees could access updated branding assets and templates directly within their workflows, ensuring consistency in all communications. 

This transformation not only improved operational efficiency, but also reinforced client trust. BDO Norway’s ability to present a consistent brand image across borders enhanced its reputation as a professional and reliable advisory firm. 

Key takeaways 

• Centralize brand assets: Simplify access to branded materials to ensure consistency across all teams and offices. 
• Enhance efficiency: Integrated solutions like Templafy save time while ensuring brand compliance. 
• Build trust through consistency: A unified brand identity strengthens client relationships and boosts credibility. 

Why strong financial branding matters

Financial branding isn’t just about appearances, it’s about building meaningful relationships and fostering trust. In a field as competitive and reputation driven as financial services, a strong, consistent brand identity is essential. When customers trust your brand, they’re more likely to choose your services, stay loyal over time, and even recommend your business to others. 

Taking inspiration from successful industry leaders, you can craft a branding strategy that not only captures attention but also drives measurable business results.  Whether you’re modernizing a legacy brand or launching a new fintech venture, trust, consistency, and a focus on your customers are the core elements of effective financial branding. 

Ready to elevate your brand?

Check out our other resources on branding for financial services firms. Discover how Templafy can help your financial brand stand out.