Branding and Marketing in Finance.

Branding and Marketing in Finance? Why yes!! Although I know a lot of you aren’t involved in the finance sector, I KNOW there are still some of you who are! And in any case – good branding is good branding. This information is absolutely every bit as applicable to you as to the next business, no matter what industry you’re in. Read on.

Guest post by Tom Dawkins.


2016 feb CMC markets


When we think of a brand, we probably tend to stick to the private sector and its products. And that was the market reality back in the old days. As it turns out, branding can be put to practice outside the commercial world. No matter which sector or particular niche you are working for, we can all benefit from a proper branding (or rebranding for that matter).

The main reason being because your customers need and want to connect with you in ways that are personal to each and every one of them. People need to feel that they can bond with your company and its ideals because if they don’t, they will simply move on somewhere else.

Even the government and the public sector, in general, is starting to use branding in their marketing campaigns, because it’s very important that the general public feels connected to these campaigns. They need to know that there is a greater purpose in them, and, therefore, create a larger acceptance rate.

There is a general consensus regarding some archetypes which everybody can relate to, these are called Jungian archetypes, first presented by psychiatrist Carl Jung. He believed these 12 archetypes were inherently familiar to all of us, as a part of a collective unconscious identity. They are The Innocent, The Hero, The Regular Guy, The Nurturer, The Creator, The Explorer, The Rebel, The Lover, The Magician, The Ruler, The Jester, and The Sage.

The Financial Sector also Benefits from Good Branding.

In today’s economy, the general population is starting to gain increasingly more control over their financial statuses, and just like with every other market, they will place their trust in a company which makes them feel more comfortable, and provides a more seamlessly bonding environment.

So there is not one single answer as to which archetype will fit best with your company’s identity. This really all depends on the message you’re trying to communicate with the world, on the principles you truly believe in. Because no matter which branding archetype you choose, there will always be a group of people which will connect with it almost instantly.

One subsector that particularly benefits from good branding is that of financial advisors. For example, a company which specializes in online assets trading and in return for your trusted invested capital, they offer you a state-of-the-art secure platform in which to trade and elite financial counselors. A company like CMC Markets for example.

They need to know exactly who they are as a company, their principles, their strategy map, and who their customers are going to be, in order to have a proper corporate identity. Branding can help all these companies with some serious potential problems, such as:

  • Corporate Uniqueness: If you or your current or potential clients, can’t quite understand the differences between your company and the competitors, it means you have a branding problem. People need to know exactly why you’re different, and what makes you truly unique. This way your customers are much less likely to replace you, because you can offer them something nobody else can.
  • Referrals: If either your clients or their entrusted advisors, can’t easily explain why your company is better than the competitors, then it is much less likely to acquire new clients.
  • Prices and Services: In a world so competitive in terms of pricing, your company needs to step up from being just a commodity and possibly even reflect the actual value of your services to your clients, by charging premium fees.
  • Corporate Uniformity: If you take 100 people from your company and every one of them gives a different vision of what you stand for as a firm, it could hurt your corporate identity. Everybody needs to know exactly what makes the company different than the others.

So as it turns out, branding is not just for ordinary products like sodas or smartphones, everybody can benefit from it, and especially the financial sector.


This post has supplied and supported by CMC Markets. 


Rebranding tractorgirl – video #4 – it’s all in the details

We’re up to video #4 for rebranding tractorgirl – go me! I’ve been having lots of fun working stuff out – including working out how to edit video, which has been so very useful. And I still get butterflies about actually doing the video in the first place, but the ONLY way to get better is to practice, right!?

Let’s look at today’s content.

So once you’ve got your colours and fonts sorted (peeps on my special Rebrand list will already have had the reveal on where tractorgirl’s going with this ;D ) – now it’s time to add in the finishing touches (which my peeps will also already have seen!). I start this video with two of my very favouritest quotes from the architect Ludwig Mies van der Rohe –

“Less is more”


“God is in the details”

They’re NOT contradictory statements – it’s all about getting to the essentials of what you want to express.


As I say, your graphic design fundamentals (they are ESSENTIAL) are Alignment, Hierarchy, and Negative Space. PLEASE consider them each and every time you lay out any of your visual stuff – website, business card, brochures, social media posts, memes, … EVERYTHING. To ignore these things is doing you damage. OOOOH! It totally gets me ranty.


Get your audience concentrating on your message, not the mess.


Right! Now I’ve got that off my chest, I wanted to let you know that I’ve got one more video to go – it’ll be the wrap up of the rebrand, and I’ll be sharing my thoughts on the whole process, as well as winners of my meme comp (if you’re on my Rebrand list, all the details are in my last newsletters and you’ve only got until MIDNIGHT TONIGHT to enter), and I’ll announcing some special offers on conjunction with the rebrand!

Stay tuned.

Julie x


(p.s. As always, if you’ve got any questions, comments, suggestions, anything {and TOTALLY include a link to your site and ask for feedback}, pop a comment below. I’d love to hear!)

Rebranding tractorgirl: Part 3 – colours, fonts & images

Rebranding tractorgirl

Finally, we’re up to the juicy bit – colours, fonts and images… woohooo!!
But of course you can’t get to this point unless you have your foundations in place first. Don’t short-change yourself – skimping on the groundwork means you never have a solid base to refer back to when you get caught up in the next shiny thing (because there’s always a next shiny thing!). So put in the groundwork and the rest becomes simple.

I know this video is a bit longer,  and that’s because there’s LOTS to cover – how to manipulate colour using value and saturation, and how that impacts on your audience’s perception; whether or not to use your own images on your website, and what to look for when choosing stock photos, the different types of fonts and how each of them is perceived, AND my very best tip to choosing between fonts when you really can’t decide.

Are you ready? Let’s go.



I would LOVE you to join in the fun of the comp and have a chance to win free coaching with me, copies of my e-book, and more!! I’ll be sending deets out again in the next newsletter in a couple of days – and entries close 29th Feb AND THAT’S REAL SOON.

AND there’s not many entries so far, so your chances are excellent. You can join in here.



Have you got any questions about your colours? Found a great palette you’d like to share? Same goes for fonts! Leave a comment and share it – the more we share, the more everyone learns, and that’s a good thing. I’d LOVE to see what everyone’s up to.

Julie xx

Rebranding tractorgirl {Part 2}

Hellooo and welcome to Part 2 of Rebranding tractorgirl. I’m feeling slightly more comfortable this week (although it’s still a bit of a wrench!) and it only took me 40 or so takes for this 5 minute video. (And I won’t tell you how long it took me to upload it onto Youtube. Aaaah, tech is fun.)

So without further ado, I’d like to take you through the other two pillars of your branding – your product and its Point of Difference (POD), and your customer.



The newsletter is just about to be sent… and in it, I go into more depth about each of these areas, AND I share more pages from inside my own branding notebooks – yep, real photos of unedited, slightly messy text, all about my ideal customer (is it you?) Haha! It’s the real deal. Want to see? Email #2 will be sent in about 9 hours’ time, so get onto it here (not to mention you get a chance of winning one of two 1:1 coaching packages, and other goodies). Ready set go!

See you next week.

Julie x

YAY! It’s video 1 for the Rebrand

Hi, yes this is it. I’ve sent out my first Rebrand email to the group, and now here’s the first video as well. In it, I talk a bit about how hard it was to let go of my attachment to my workbook and put pics of it into a public space (it was stomach-clenching stuff! Haha probs should have thought more about that before promising such a thing…), and importantly, I talk about WHY I’m making this rebrand public.



The first email is about your Brand Personality, and how to figure it out. Like I say in the video, it’s not rocket science! But it IS one of the three basic pillars of your brand. You MUST understand who and what you are before we get to doing any of the juicy visuals.

If you’d like to jump in the email group and get all the specifics of my rebrand (including MORE sneek peaks into my workbooks!) AND chances to win coaching sessions or ebooks, join in here.

See you next time!

Julie xx

What’s up for tractorgirl in 2016?

tractorgirl in 2016

Hi! I’ve got a jam-packed 2016 in store, so I thought I’d share some of the highlights.

Most importantly at this stage, I’m having a MASSIVE rebrand in February! So, if you’ve ever wondered how the branding experts go about branding themselves – here’s your chance to find out. I’ll be blogging about it, but if you’re on the mailing list (click on my pic up there on the top right) you’ll be in the running to win coaching sessions with me, and my new e-book too (and guaranteed you’ll pick up some branding tips for yourself). Join me.

See you in a couple of weeks!

Julie x