Predictability brings comfort, provides reassurance and builds trust.
It helps communicate stability and reduce anxiety. All positive characteristics for those in charge of taking care of our finances, surely?
Well, yes and no. Predictability is great, but it shouldn’t come at the expense of what makes your business different - your competitive advantage. A lack of distinction makes it hard for people to choose between one financial brand and another because they all look and sound the same, and it’s stopping people from being as engaged in financial services as they should be.
And that can’t be a good thing. For anyone.
Slow and steady might win the race for a certain type of consumer; others want more (we’re looking at you millennials and Gen-Z). They want to work with - and for - brands that align with their values and connect with them. Without that connection, there’s no understanding, no interest and no loyalty.
It means brand alignment has become a strategic priority and a key challenge for financial services leaders, something we explored on the upfront podcast with brand and communications experts Julia Streets and Michael Gough.
We got some fascinating insights from that episode. Listen in full here and read our summary of the key takeaways to help your financial services business stand out.