Branding has never been more important than it is today.
In a time when people want to feel connected to the companies they support, branding is everything. Across industries, we've seen the evolution of the brand identity, with examples like KFC and Popeyes engaging in twitter battles and, in the process, creating a unique, human-like voice.
As the financial services industry continues to evolve, I am often asked how to reinvent a brand in order to attract new demographics, primarily millennials and Gen Z. I have seen plenty of quick fixes from updated logos and color schemes to the jump to use new social platforms - and many of these have been met with limited success.
In order for financial service companies to stay current and to connect with new audiences, branding must be a top priority. I sat down with branding expert Kat Araujo who is the founder and creative director of Afternoon Culture to discuss how to leverage design and professional branding in order to launch or reinvent a business.