Building Brands That Drive Growth: Key Takeaways from MFTA’s Latest Session
In today’s fast-paced, ever-evolving fintech landscape, businesses can no longer afford to think of branding as an afterthought. That was the central message of the latest MFTA Bridge Deep Dive session. The insightful session led by Adam Hewlett, Manager at Rival, offered practical advice for building strong, impactful brands that fuel business growth.
Rival is a marketing consultancy known for building challenger brands, strategies, and capabilities that transform industries. They combine the analytical expertise of a consulting firm with the hands-on execution of an agency, helping growth leaders across Fortune 500 companies and scale-ups with brand development, go-to-market strategy, and capability building.
For those who couldn’t make it, here’s a breakdown of what you missed, and why it matters for your business.
Why Brand is More Than Just a Logo?
Adam Hewlett kicked off the session with a bold statement: Brand is what bridges your product’s value to the needs of your market. Many businesses treat branding as something to focus on after developing the product. But in reality, branding should be a core component of your growth strategy, right from the beginning.
Hewlett emphasized that when done correctly, brand building has the power to deliver incremental revenue and drive real business results.
“Everything we do needs to lead to incremental revenue. It’s not just about looking good, it’s about communicating your unique value in a way that resonates with both B2B and B2C markets.”
The Brand Building Framework You Need!
One of the most valuable takeaways from the session was Rival’s brand-building framework. Hewlett broke it down into key components that fintech companies should focus on:
- Brand Ambition – Why does your brand exist? What are you ultimately trying to achieve?
- Audience Priority – Who is your audience, and what needs are you solving for them?
- Category Convention – What are your competitors doing, and how can you differentiate?
- Customer Value Proposition – How do you uniquely deliver value to your customers?
Hewlett explained that businesses often fall into the trap of prioritizing product features over customer needs. Successful brands, he argued, focus on what problem they’re solving for their audience. That’s where true brand differentiation lies.
Communication is Key – But Keep it Simple.
Another highlight of the session was the importance of communication strategies. Hewlett stressed that simplicity is the ultimate sophistication. Businesses should create clear, concise messaging that aligns with their brand’s core values. It’s crucial to develop a communication hierarchy that connects your business objectives with the needs of your audience.
And here’s a golden rule: If you can’t explain your brand in one sentence, it’s too complicated.
Metrics Matter: Measure Your Brand’s Impact.
One of the common mistakes fintech companies make is underestimating the importance of measuring brand performance. Hewlett shared an insightful tip: for every $10 spent on branding, $1 should be spent on measurement.
He urged attendees to focus not just on awareness but on how brand efforts impact customer behavior. Are customers associating your brand with specific values? Are they using different words to describe your business? These small shifts can be the key indicators of successful brand positioning.
Closing Thoughts:
The MFTA Bridge Deep Dive session on brand building was packed with practical strategies that fintech companies can apply immediately. Hewlett’s message was clear: Your brand is an operating system, not a static entity. It evolves with market changes, customer needs, and cultural shifts.
The takeaway? A well-built brand isn’t just a nice-to-have. It’s a business necessity. And if you want to stand out in today’s crowded fintech market, it’s time to put brand strategy front and center.
For those who missed the session, stay tuned for more from MFTA Bridge. You won’t want to miss the next deep dive!
