If there is a sector that does not exactly enjoy much popularity, that is, by far, the financial sector and, above all, the banking sector. For this reason, it is not surprising that it is one of the sectors that are most noticing the adverse effects of the crisis, which is not only economical, but also social and, above all, trustworthy. While it is true that most citizens have never felt much sympathy for banks, now, and due to different events that have clouded the image of the financial elite, banks face absolute mistrust and, beyond that, even to the rejection by many layers of the population.
The bank seems to have become enemy number 1 of the average citizen. It is urgent to regain that lost confidence. Marketing is presented as the only option capable of achieving this facelift of the financial sector, and logos and brands the indisputable tools. However, yes, banks will need a good strategy.
If marketing plays an essential role in business for companies to gain customers’ trust and strengthen their sympathy and commitment when the object of marketing is an entity that belongs to the banking field, the effort necessary for such a challenge multiplies. The goal of a brand is to convey confidence and, because of the current crisis, the financial sector needs to recover. For the recovery, it will be necessary for brands to reflect on their role and the image they project, against which they will need to launch from now on, based on the new reality of a society that demands extra attention to the traditional, another. Experts say that, after the crisis, society demands more transparency and clarity than before.
The secret to success through brands and logos, especially in the financial sector, is that they are supported by solid ideas, close to the people and credible. The bank has become aware that it needs to reinvent itself, which forces it to bet on innovation and the Internet and online business. But it is important to know what the reach of the Internet is. The fact is that the network of networks allows customers to operate and carry out their financial operations at the click of a button and opens a window to the world of information. With this, you expose the most vulnerable face of your business. Today anyone can surf the net and search for information on an entity. You will find positive data, and others not so much.
A bad opinion can do a lot of damage by going viral. But if everyone and no one gets rid of this, has enemies, it is impossible to avoid it; however, it is also true that banks are the worst unemployed, which is a very general opinion. The banking and financial sector are in the eye of the hurricane of criticism and complaints. Hence the urgency to carry out the actions that allow the acquisition of customers and, above all, the essential and most difficult: their loyalty and the consolidation of image and brand. This is where content marketing comes into play, in the desire to connect emotionally with the citizen and win back customers. The first step is to humanize the brand.
How marketing can improve the image of banks
Content marketing provides a key element: differentiation. It is the basis for the success of any business: the bonus or advantage that it offers the client and makes an entity different from the others. And the competition is very great, and standing out among all of them becomes increasingly complicated.
Inspire user confidence and security: Despite being in the internet age, the user still mistrusts the protection of the network. Although the systems allow today to carry out activities on the Internet is safe, it is necessary to convince the user that this is the case. The way to achieve this is to present yourself to him as an expert, giving a serious and professional image. This is accomplished by posting quality content.
Commitment: Marketing always appeals to emotions and feelings. Commercial and banking transactions should not be shown as something cold but deserve special attention towards the client to forget that they are depositing their money in someone else’s hands.
Offering valuable content allows you to win over the customer as a bank and reach him indirectly as experts in different subjects that are of interest to him.
Different reasons justify the importance of building a good brand. The first of these reasons is that the corporate image improves its relationship with the customer. But there are other compelling reasons to worry about carrying out good content marketing concerning the brand and logo of the company. Like, for example, that having a good reputation attracts higher quality employees and investors.
What a successful brand looks like
A company cannot survive if it does not have a brand. But that brand cannot be anything but must reflect the essence of the entity and must show the values that citizens hope to share. Therefore, before drawing up a sketch of the brand, the marketer should study the entity and analyze the wishes, concerns and concerns of society. What does the citizen expect, and how this entity can offer it to them.
Is the logo always the same, or can it be modified?
Many companies are reluctant to change their logo. However, sometimes, after reform, the logo no longer adjusts to its new reality. Mergers may also occur. In these cases, is it advisable to vary the logo, or is it dangerous for the brand image? There are three situations where a company’s appearance or logo loses its meaning and advises giving it a new look. These cases are:
- When the entity name is changed.
- You want to change the perception of society and investors about the company.
- A change in some of the strategies is the sector, the sector, or the same product or way of manufacturing it.
In these cases, you have to make that change. The first, to modify progressively as part of an image renewal process. However, if it is detected that the company has had its wrong logo since customers do not recognize its aims and goals through the brand, then the change becomes urgent.