May 13, 2025

As financial services communication and brand specialists, we are often asked by clients on what makes a brand ‘shine’.

We are always inspired by our creative director, Chris Tucker, at Capital Outcomes who has immense experience in answering this question.

Today we sat down with him to understand how creativity and design can impact brands.

1. What makes a brand stand out in the crowded world of finance?

It’s not just about looking different for the sake of it. The brands that really cut through are the ones that feel clear, confident, and genuine.

In a world full of big legacy names, tight regulations and a lot of the same corporate speak, it’s the brands with personality and a clear point of view that resonate the most.

The best financial brands know what they stand for and you can see and feel that at every level.

It’s more than a mission statement on a wall. It’s how they speak (like actual people), how they look (distinct and considered) and how they make you feel. Whether you’re talking to someone managing billions or someone starting their first investment, the brand needs to feel relevant and real.

What really makes a brand memorable is consistency that doesn’t come at the cost of creativity.

Trust and credibility are essential in finance but that doesn’t mean being dull.

The strongest brands are the ones that can simplify the complexity and tell a story people remember.

Plenty of firms talk about performance, service and security. But very few make you feel something when they do.

2. What are the building blocks of a great brand?

A great brand is never just a logo or a catchy line. It’s the whole experience: how it looks, how it talks, and how it makes people feel. It has to be thoughtful, distinctive and genuinely connected to what the business stands for.

Here’s what I think really matters:

1. Clarity of purpose
• Be clear about why you exist and what you stand for.

2. A distinct visual identity
• Use design elements (like your logo, colours, typography, imagery) to create something recognisable and ownable. Looking good isn’t enough- it has to look like you.

3. A real, human voice
• Speak in a way that reflects your values and feels relatable.

4. Emotional relevance
• Make sure people feel something when they engage with your brand.

5. Consistency
• Every touchpoint should feel like it’s coming from the same place.

6. Internal alignment
• The brand has to be lived, not just designed. If your team isn’t on board, it won’t work.

By Matilda Huser.