As a growth hacker, brand strategist and founder of Sydney's top branding agency, I've spent a considerable part of my career studying and teaching the fundamentals of brand positioning. In the rapidly evolving world of finance and fintech, the importance of a robust brand positioning strategy cannot be overstated. It's the DNA of your brand, a precise blend of three critical elements: the Customer, the Company, and the Competitors.

The formula is simple: "What is it that our customers need, that we can do, that our competitors suck at?" It's not your choice - research works all of these out for you. Let's delve into each of these components and see how they work together to create a robust fintech brand positioning strategy.

Customer Needs

The first C, the customer, is the starting point of any brand positioning strategy. In the fintech space, understanding your customers' needs, wants, and values is paramount. This isn't about guesswork or assumptions. It's about rigorous market research, customer surveys, and data analysis.

Take the example of Robinhood. The fintech firm has positioned itself as a platform that democratizes finance for all. This positioning wasn't plucked out of thin air. It was based on a deep understanding of a segment of customers who felt excluded from the traditional financial system.

Company Strengths and Weaknesses

The second C, the company, is about understanding what you can do. What are your strengths, capabilities, and unique selling propositions? What can you offer that others can't?

Consider Stripe. The payment processing giant has positioned itself as a leader in seamless online transactions. This isn't just a marketing gimmick. It's rooted in the company's capabilities, from its robust API to its commitment to security and fraud prevention.

Competitors Strengths and Shortfalls

The third C, the competitors, is about understanding where your competitors fall short. What are they not doing, or not doing well, that you can capitalize on?

Take the example of Revolut. The digital bank disrupted the traditional banking sector by identifying a gap left by incumbents: high foreign exchange fees. Revolut offers low-cost currency exchange, a clear advantage over traditional banks.

Brand DNA: Combining the Three C's

Now, here's the crucial part. The three C's don't work in isolation. They work in combination. It's about finding that sweet spot where customer needs, company capabilities, and competitor weaknesses intersect. That's your brand positioning.

Let's go back to the Robinhood example. Democratizing finance (customer need) + Robinhood's user-friendly platform (company capability) + perceived exclusivity of traditional finance (competitor weakness) = Robinhood's brand positioning as a platform that democratizes finance for all.

This combination is why I often refer to brand positioning as the brand's DNA. It's a unique code that defines what your brand stands for, differentiates it from competitors, and resonates with your target customers.

Wrapping It Up

In conclusion, brand positioning isn't a choice. It's a formula. It's a rigorous, research-driven process that requires a deep understanding of your customers, your company, and your competitors. It's not about individual elements but the combination of these elements. That's the DNA of your brand.

So, the next time you're thinking about your fintech brand positioning, remember the three C's. Ask yourself: "What is it that our customers need, that we can do, that our competitors suck at?" The answer might just be the key to unlocking your brand's true potential.

Remember, in the world of fintech branding, there are no shortcuts. The three C's aren't a magic bullet. They're a formula, a roadmap, a compass. Use them wisely, and they can guide you to a brand positioning strategy that's not just compelling and distinctive, but also deeply rooted in the realities of your market, your capabilities, and your competition.

And that, my friends, is the power of the three C's - sprinkle them over everything you do, use them as a filter for decision making and basically...that's brand management in its simplest form.

Cheers

Jonathan Sankey