6 Methods That Will Unicorn Your Brand

fintech branding trends

In today’s world, everyone is trying to keep up with fintech branding trends, and trend-watching in marketing and strategy is gaining momentum.

Why these trends in particular?

It is essential to understand and study markets to distinguish between mega and micro trends, insights, and patterns… all this is necessary to make a simple decision: what to do? For instance, some examples of how big and well-known brands made a mistake  –  they missed the trend or consumer insight:

Trendhunter Trend Report

This is an important reason to be still aware and understand fintech branding trends. Now, let’s look at these fintech branding trends and how they can affect the brand strategy and essence.

Disorganized Chaos: Resource Optimization or a Big Omission?

Today, one can increasingly observe the following phenomenon among financial companies: their brands are formed spontaneously and chaotically. The companies’ attention is mainly focused on the product. Sooner or later, a brand will realize that its attributes have been developed independently, which is not always “in the hands” of the company.

Insight: You will still be shaped by the audience as a type of brand, but it will be uncontrollable in the minds of consumers if you ignore branding, as most companies in this industry do.

Workshop Question: Consider whether you allocate resources to developing your company’s brand or if it is an uncontrolled process. If so, do all brand attributes correspond with the primary brand essence?

AI in branding

In marketing, brand identity is like a fortress wall surrounding a company’s reputation and even has a deep moat to protect it from competitors. To understand how impregnable this imaginary fortress is, we can recall the signature red color of the T-Mobile logo (226 red, 0 green, 116 blue). We should start using the same color, and we will immediately see a demand for us to stop illegal activities in our mailbox. But what happens if measures that have previously faithfully protected brands stop them from evolving in the era of generative AI?

Organizations that cease jealously defending their brands’ identities will discover that artificial intelligence opens the door to collaborative creativity on a new level. AI models that generate images based on text descriptions (such as DALL-E from OpenAI) allow consumers to create visual concepts, offering unprecedented customization and personalized interaction with the brand.

Insight: To move forward, we need to change our approach. Branding specialists should act as something other than protectors and caretakers but as guides and intermediaries. It is time to shift our focus from the precise colors of the logo to the possibilities of innovation and interactivity.

Workshop Question: Does your company use AI technologies to develop a brand image? To what extent does the resulting image capture the essence of the company’s overall appearance?

Applied Observability

By 2026, 70% of organizations that successfully apply observation will experience shorter latency for decision-making, enabling them to gain a competitive advantage over target businesses or IT processes.

An exciting thing among fintech branding trends is that most technology companies possess significant quantitative data regarding their products, target audiences, and other factors. However, this data can be so extensive or superficial that it is challenging to draw qualitative conclusions for strategic decisions.

Insight: There is an increasing fintech branding trend towards applied analytics globally, with international IT companies increasingly striving to extract “high-quality” insights from their data analysis to provide optimal solutions for their audiences.

Workshop Question: Can you make qualitative observations about your target audience based on the available data and identify possible applications?

Gaming’s influence is broader than you think

A recent Statista report shows that the UK now boasts 46.7 million gamers, although it revealed a slight male bias. The report also highlighted that female gaming penetration has reached 56%, compared to 63% for males. They’re also a lot older than you might think — a recent Deloitte study found that in the UK, 95% of Millennials and Generation Z spend over 12 hours playing games per week, while 80% of Gen X spend over nine hours and 46% of Boomers and seniors spend more than seven hours. This trend continues, as Ofcom reported a 25% increase in gamers aged 55–64 in the UK in the last two years.

Insight: How does this relate to branding companies? This suggests that introducing gamification and interactive elements in communication with consumers/ brands could be a promising trend.

Workshop Question: What interactive gaming experience can your brand create to engage with customers better?

Finding credibility in online communities

Our online identity is becoming a crucial part of our personality, whether anonymous or using our full name. Our values and interests shape our significance, and our behavior and state of being can change depending on the spaces in which we operate. Online communities have never been more robust because of a sense of identity and belonging. We’ve seen significant events, such as amateur traders on Reddit, affecting global markets and the labor movement’s “Enough is Enough,” mobilizing their online community to make real societal change.

Insight: It is worth keeping an eye on our “digital identity” and getting closer to consumers through these channels, especially if the brand is a technology-based organization.

Workshop Question: How do you assess the presence of businesses in the digital world? How closely is the brand connected to its audience in these spaces?

Product-driven vs. Brand-driven

More and more companies in the financial industry position themselves as brand-driven. There has been a transition from paying attention solely to the brand’s USPS (unique selling proposition) towards more specific value characteristics. These companies are already point-of-difference companies.

Insight: brands have begun to move away from focusing on adopting product characteristics and instead pay attention to brand essence by creating deep and difficult-to-copy brand attributes.

Workshop Question: Is there a strong idea underlying the essence of your brand that allows you to find your niche? Can you name the brand attributes that are the features of your brand?

Finally, learning to incorporate trends into your website will help you build a strong brand and avoid many challenges. If you have difficulty answering some of the questions at the end of this article, be sure to contact us: we will try our best to answer them as we work together!