Sound familiar? A mid-size investment bank has experienced impressive growth in the recent past. It is now struggling to communicate a differentiated value proposition in the increasingly crowded marketplace. Though the firm is far smaller than the “Big 10” – the JP Morgans and Morgan Stanleys – it is far larger and more established than the…
Blue: the most common color in financial services. A look at fifty top financial services brands found almost half had blue logos and another seven had blue elements in their logos. We weren’t too surprised with this result: blue is actually a great color. As we examined in our last Color Series post, blue is associated with exactly what you want in a financial services firm: stability, integrity, and trust, to name a few. Interestingly, similarities among financial services brands go beyond identity. As we explored in a recent post, many of these brands have been built around the same core attributes as well: integrity, trust, experience.
So why consider varying from the tried and true? Because it’s hard to stand out when you look and sound just like your competition. You have to put that much more effort into differentiating yourself in other ways. Even if you’re the best in the business, you’re not recognizable.
Maybe blue is the right choice for you. But that decision can only be made when you have a solid brand foundation, including a differentiated position that genuinely reflects your distinct value.
About the author
Dru DeSantis is a cofounder of DeSantis Breindel. She shapes strategic brand identities and powerful brand activations from digital ecosystems to multi-channel campaigns, engaging audiences and achieving critical business objectives.