Bop Design Shares Marketing Tactics to Improve A Financial Firm’s Brand

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B2B marketing firm provides four tips for marketing a financial service firm.

Financial Marketing and Branding

Financial Marketing and Branding

Every agency claims their services are ‘forward thinking,’ ‘professional’ and ‘out of the box.’ It’s important to partner with an agency who understands the industry and your unique outlook.

In January, Financial Planning magazine shared the importance of brand ownership within a financial service firm.

“Financial firms face the challenge that most of their target audience assumes all firms are the same. Every agency claims their services are ‘forward thinking,’ ‘professional’ and ‘out of the box.’ It’s important to partner with an agency who understands the industry and your unique outlook,” says Jeremy Durant, Bop Design business principal.

Durant continues by sharing the four components that make up a successful financial brand:

Understanding Your Market—but Inciting Interest

The design elements of a financial service are critical to attracting and retaining clients. With so many uninspiring logos, it can be a challenge to want to stand out in the marketplace without coming off as that “different” firm with the “weird” logo. Instead of stressing over “differentiation,” Durant suggests asking some of the following questions to determine the unique value proposition:

  • Why do loyal business clients stay with the firm?
  • What is the culture of the business?
  • What are the top five adjectives used to describe the firm?

Professional Online Presence

With an established brand and logo under your belt, now it’s time to tackle that website. “Most financial firms leverage a network of business advisors for referrals for a regular stream of business. While this strategy will help garner some high quality client leads, it requires you to be constantly meeting and greeting. Also most prospects you meet will visit your firm’s website before accepting a meeting.” says Durant. “Instead of stacking your calendar with networking events, let a website do some of the work for you.”

When creating a new website for your firm, here are some critical questions to ask:

  • Who is the ideal client? Business owner? High net worth individual?
  • What are the main objectives you want to accomplish with web marketing efforts?
  • What are the “actions” that the user should take when visiting the website?

Visually Appealing Collateral

While a website should take some of the focus off outbound marketing, that doesn’t mean all materials should only be online. Support your sales and executive staff with well designed marketing collateral, such as services brochures, capabilities take-away and business cards.

Compelling Thought Leadership

It is important specific advisors don’t outshine the larger parent brand, but that doesn’t mean a firm can’t have leadership establish a personal connection with clients. Determine what makes sense from a marketing perspective. For example, social media and blogging is often difficult for financial services due to industry regulation—but other tactics such as email marketing gives clients a regular interaction with the brand without the stresses of compliance.


Bop Design is a San Diego marketing and web design agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media and content marketing.

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Jeremy Durant
Bop Design
+1 619-330-0730 Ext: 801
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since: 12/2010
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