How to Build a Brand that Matters

Fintech is here full speed. Every day, new ideas, technologies, and companies are reshaping how we think about money and access financial services immediately, wherever you are. I’ve had the privilege of being a part of many conversations that dive deep into the nuances, exploring possibilities and new ways to use fintech to achieve a greater good for finance. However, something I’ve noticed is some of these gamechangers often struggle to tell their story in a way that sticks. You’ve seen it before:

• An executive that people know, with no idea what they do;
• A concept that sounds exciting, but is hard to place into an applicable need;
• A “thought leader” with no differentiators; or
• A byline or speech that sounds like all hype and no bite.

It’s not enough to build something powerful or lean on buzzwords. You have to connect what you’ve built to a real-world need and make people care. Whether you're launching a product, raising capital, or entering a new market, it’s the clarity and purpose behind your message – what it solves, why it matters, and who it’s for – that builds trust, earns attention, and drives meaningful results.

Building a brand that people care about is a continuous effort. Here are three foundational steps:

Start with planning.

While laying out this step may seem silly or obvious, but it takes strategic and thoughtful planning to have a brand that’s impossible to ignore. Be very intentional about what you put out in the world. It’s not about quantity or having the largest share of voice (SOV) to be popular but instead planning out quality pieces that reflect your values, demonstrate your expertise, and build trust. Think about what stories you want to tell, who needs to hear them, and why they matter; what channel or strategy is best; what qualifies for a press release announcement verse an interview or white paper; what industry trends do you want your SMEs to have a presence on. Gather real customer references and ROI as well as proprietary data and research to not just to validate your message, but to be prepared to prove your value and turn abstract claims into evidence.

Align your brand internally.

Your brand narrative should be woven into everything it touches, from product development to HR to customer support and sales. Everyone at your company should be able to tell your brand’s story as clearly as your communications teams can. Sales teams should understand what makes a strong reference for PR initiatives when speaking with clients or prospects. Executives should embody the brand message in every public appearance, whether at an industry event or in the boardroom. Engineers and developers should keep the brand promise in mind when building new features, ensuring the user experience reflects your core values. When your internal culture and external messaging are aligned, it creates a powerful and consistent brand experience.

Track your brand success and evolution.

Building a brand is a continuous process that requires measurement and adjustment. Tracking progress is essential to understanding what is resonating in the market, with your customers, potential customers. Are you showing up in the right places? Are industry analysts, investors, and ecosystem partners noticing you? Is your visibility translating into measurable outcomes like increased website traffic or stronger conversion rates? There are plenty of ways to measure success. Align on KPIs and then use tools to track traffic and conversation rates, like Google Analytics and HubSpot; and media monitoring platforms like Meltwater and Cision to gauge the reach and sentiment of your content.

A strong brand presence shapes market perception, builds investor confidence, and establishes trust before a potential customer even engages with your sales team. That’s why the most successful fintechs treat brand-building as a foundational aspect of their business strategy, rather than a one-off marketing initiative. Done right, a strong brand strategy will shape how the world perceives you, amplify your impact, drive engagement, and influence your strategic goals.