Branding for finance companies: Standing out without selling out

Many financial companies play it safe. Too safe, in fear of looking unprofessional. But blending in isn’t the same as building trust. 

In this insight, we explore why financial brands tend to look and sound the same, and most importantly, how your finance brand can stand out without selling out. 

Why financial brands tend to all look the same

There are a few understandable reasons why so many finance brands converge into the same visual and verbal mush. Are you in finance, and how many of these do you relate to? 

• Fear of looking unprofessional– Being in the financial industry, this is so key. No one wants to be mistaken for a dodgy crypto scheme, so the instinct is to remove anything remotely “salesy” or creative. 

• Compliance paralysis– Regulatory pressure leads to cautious messaging. But that doesn’t mean you have to sound like a legal document. There’s still room to connect. 

• Emotional detachment- Finance is a numbers game, yes. But decisions about money are deeply emotional. Most branding doesn’t reflect that. 
• The fintech shake-up– Challenger banks and finance apps have set a new tone, clean, modern, personable. 

The result? A sea of vague taglines about “peace of mind” and faceless bios. 

Trust ≠ Boring

Here’s how trust actually works in branding:

It’s built through consistency, transparency and clarity. 

It’s human. People trust people, not corporate abstractions. 

It can be professional without being robotic. You’re allowed to sound like someone with a personality. In fact, please do. 

The branding sweet spot

Branding for finance doesn’t need to live in extremes— cold and corporate or chaotic and gimmicky. There’s a sweet spot in the middle. Let’s break it down:

Visual identity

You can take a step away from the Navy…

Look at your competitors— spot any patterns? Good. Now, how can you do the opposite? Find a colour palette, typography, and a visual style that is ownable and scalable. Consistency here breeds recognition. 

Tone of voice

Decide how you speak. Are you calm and confident or bold and empowering? This isn’t just copy, it is how you sound in emails, on your website and on social media. It’s all branding. 

Messaging hierarchy

At the top sits your value proposition. The one-liner that captures why someone should pick you over anyone else. Beneath that, layer your supporting messages: trust signals, social proof and personality. 

Brand story

Why do you exist (beyond profit)? What change are you trying to make? And why do you want to help your customers solve their pain points? Why are their pain points yours? This stuff isn’t just fluff— it’s fuel. Storytelling adds emotional weight to your offering and helps people remember you. 

Where to start? 

1. Define your core values and brand messaging- nail your tone of voice and story before diving into design. 
2. Craft a unique and relevant value proposition– this sits at the top of your messaging hierarchy and influences how you show up everywhere. 
3. Audit your competitor’s branding- look for overused tropes, colour schemes, and icons. Spot the gaps and make them yours.
4. Stay consistent- It’s no good having a sharp homepage and dated services pages. Carry your identity across everything. 
5. Use content marketing- Blogs, guides, explainer videos- to position your brand as a helpful, human voice in a world full of jargon and gatekeeping. 
6. Be strategic on social- Pick the right platforms for your audience. Post a mix of content. Be brave, test, iterate. 
7. Humanise everything- why not add video intros from your team? Share stories and showcase the real people behind the brand. It’s harder to distrust someone you feel like you know. 

How to stand out without going off-brand

You don’t need to go rogue to be remarkable. 

Know your audience

Understand what they fear, value and want. Need help?

Check out our guide to creating an audience persona here!

Lead with values

Stand for something beyond profit. People want to align with brands that have a purpose. 

Inject personality 

Let your brand show up in the small stuff: microcopy, visuals, blog content, even your FAQ’s.

Examples of finance brands doing it right

Revolut: Made for Gen Z

• They’ve ditched dry, traditional finance speak in favour of clear, conversational language
• Lives on social media, speaks in memes and motions
• Gamifies the app experience to make finance more engaging

Takeaway: Understand your audience, speak their language, and prioritise clarity over complexity. 

Klarna: Simplicity sells

• Built a whole brand around the word smooth— and delivered on it. 
• Turned “Buy now, Pay later” into a simple, four-instalment model.
• Prioritised mobile-first design and a seamless user journey, 

Takeaway: One strong value proposition, executed with consistency, can carry your whole brand. 

Conclusion

Standing out in finance doesn’t mean abandoning professionalism or falling into gimmicks. It means knowing your audience, leading with genuine values, and showing up consistently with personality and clarity. When you get this right, trust isn’t boring- it’s magnetic. So ditch the beige, embrace your brand’s unique story, and watch your audience start to see you as the financial partner they actually want to work with. 

Curious how your finance website and brand stack up against competitors?