企业对企业(B2B)金融机构如何塑造品牌?| How to Brand B2B Financial Institutions

对于传统金融机构如商业和投资银行、基金公司以及保险公司来说,每一项金融交易都建立在品牌良好声誉和可信度的基础上。没有一个人或者企业会冒险把自己的投资交给一个他不信任的机构去管理。具有良好声誉的品牌代表的是更强的抗风险能力和更安全的资金保护。

Commercial and investment banks, hedge funds, investment and insurance brokers— no matter their speciality, segment or expertise, all rely on their untarnished reputation of integrity. Without a decent reputation, trust, credibility, loyalty is gone and without it, the most basic financial exchange is impossible.

因此,对于这些金融机构来说,与其说塑造品牌形象,毋宁说是管理企业声誉。然而在中国,不论是外资企业还是本地民营企业,要想塑造一个值得用户信赖的金融品牌需要面临一些额外的压力,因为大部分企业从政府获得的支持非常有限,品牌的积淀更多依靠的是人脉和口碑。

In the B2B world, especially in the finance field, brand management seems to be limited to the mere effort to project uptight seriousness. If a reputation is such a vital asset for a financial institution though, brand management should be considered an element as valuable as a credit rating.

因此,B2B金融机构在品牌管理方面所做的努力仍然停留在非常表面的阶段,似乎只局限于传递一种保守的严肃感。对于他们来说,这种严肃感虽然很刻板,但是意味着严谨和安全。既然声誉关乎一个金融机构的生死,那么品牌管理难道不应该被提升到和品牌信誉同等重要的位置吗?

Branding is “managed reputation” and even though touch-points may not be as numerous, emotional and entertaining as in the B2C world, they do play a crucial role in building trust and loyalty, expected from the financial institutions. In China, foreign and private local financial firms face the added difficulty to project credibility when they are not fully supported by or tightly connected to, the national government.

和B2C领域不同,B2B品牌面对的用户不是个人,而是企业消费。企业的消费往往是由多个决策者集体做出的购买决定。因此,大量情绪化和娱乐化的内容不一定能触动他们,但是一个专业的企业网站和精准定位的社交媒体账号往往能加深他们对品牌可信度和忠诚度的印象。以工银租赁(ICBC Leasing)和工银国际(ICBC International)为例,这两个立足中国着眼全球的品牌是如何迅速确立其在市场中的地位的呢?他们的品牌塑造对于广大金融机构又有何借鉴意义呢?

We asked the Shanghai-based branding and marketing agency PLTFRM – responsible for ICBC Leasing and ICBC International digital communication – how they have approached these challenges and what solutions they have provided.

以目标受众为核心进行设计| Designing for B2B Audiences

要说现在的传统金融行业企业家不重视互联网营销,其实是冤枉他们了。至于说用的方法是否正确,那又是后话了。因为金融产品与其他消费品不同,错误的互联网营销方式不仅不会为品牌加分,反而有可能带来负面的影响,而这种影响往往是不可逆的。比如很多金融机构十分热衷的搜索引擎优化、关键字购买等等,为什么收效甚微呢?其实问题的根本不在于流量,而在于精准定位。以企业网站为例,大部分人在浏览企业官网的时候都会碰到这样一种情况——网站的导航栏和内容活脱脱就是企业宣传手册的电子版。你至少需要5-6次的点击才能到你想要的信息,这种感觉就像是在浏览一份很多页的文件一样,大部分时间都花在浏览一些无用的内容上。

Take almost any financial institution websites: navigation and content organization is often a digital version of a conventional printed brochure(手册). It will take at least 5 to 6 clicks to reach relevant information as you would roam the website like you’d skim through the pages of a document.

工银租赁(ICBC Leasing)在最初做品牌策划的时候就有要改变这种现状的想法。进入他们的英文网站,可以看到网站的分类以不同的B端客户分类,每个类别对应相关的内容。上海一家品牌管理公司——PLTFRM在工银租赁的公开竞标中拿下该项目,该公司创意总监Alexandre Ouairy告诉记者,“相比于循规蹈矩的金融类官网建设,我们选用了全新的解决方案”,Alexandre如是说,“我们简化了浏览路径,用户浏览到这个网页时,只需要1-2次的点击就能获得他想要的关键信息,如查看信用等级,而且使用导航栏返回主页只要几秒钟

When PLTFRM was appointed to create the English version of the ICBC Leasing website, PLTFRM’s Director, Alexandre Ouairy, had to decide whether to conventionally “trans-create” the existing Chinese website or provide an entirely new solution. “We decided to go with the new solution”, says A.O., “we showed that it could take only 1 or 2 clicks for our client’s foreign audience to find key information, such as credit ratings, by navigating the home page for few seconds only”.

和B2C的用户不同,B2B网络用户登陆网站的目的十分明确,他们希望找到一些实际的解决方案,对“用户体验”并没有太多期待。因此,PLTFRM的创意策略总监Gregory Moulinet在网站的实际建设过程中抛开了大部分企业官网的分类思路,回归到营销的本质——客户想要看什么?因此,他根据不同客户的不同特质,设计了相应的沟通方式。他解释道:“我们对工银租赁的受众进行了一次系统的识别与分析,了解到公司的主要客户群体包括航空运输融资租赁、投资者、潜在雇员等,基于对不同受众的分析,进而形成一个沟通矩阵,并根据每一类不同受众人群的职业特征,设计一个简短的路径以及与之相匹配的能引起他们共鸣的内容。”

Unlike B2C audience, the B2B web users land on a website to find practical solutions, without expecting an engaging “user experience”. “We segmented ICBC Leasing’s audiences”, explains PLTFRM’s Creative Strategist, Gregory Moulinet, “including people from the airline and shipping industry, investors, and prospective employees and developed a communication matrix based on these categories. For each audience, we designed a short pathway, matched with content that resonates with their profession or responsibilities. Then, each piece of content was hierarchically organized to meet the audiences’ primary expectations.”

社交媒体对企业类客户同样重要 | Engaging B2B audiences

社交媒体在与潜在客户和客户进行沟通、建立关系的过程中,扮演着至关重要的作用。除了B2C营销,社交媒体在B2B营销中同样有着不可忽视的作用。作为少数西方和中国共用的社交媒体平台之一,领英让越来越多雇主和雇员意识到了这个将企业和个人联系在一起的平台所带来的机遇。

LinkedIn is one of the few social media platforms common to both the West and China. Many prospective employers and employees have recognized the opportunities it gives to connect corporations and individuals.

工银国际(ICBC International)就把领英当作一个品牌文化传播的阵地。作为一个新品牌,想要进一步提高企业的影响力,输出品牌价值,并吸引世界各地优秀的人才加入公司,还有什么比这个囊括中西方各地人才的平台更合适?

PLTFRM高级文案Sondra Kim从她的角度告诉我们她是如何借助这个平台将工银国际打造成一个品牌宣传阵地。“工银国际每周都会给我们发一些金融分析专家写的报告。这些文件通常有十几页纸那么厚,且包含巨大的信息量。我在这中间起的作用就是让这些专业难懂的内容更容易被读者消化,将文字进行整理,把一些复杂的、分散的信息整合成一个逻辑性很强的故事,从而变成更有价值的内容。我们把这些内容及时推送在工银国际在领英平台的账号上。”

“Every week, ICBC International sends us documents written by their financial analysts”, says Sondra Kim, PLTFRM’s Senior Copywriter, “These documents, a dozen pages long, are chock-full of detailed information. I see my role as making this information easily digestible, transforming one page into one paragraph, connecting the dots into a logical story. This story becomes valuable content, delivered timely, on the LinkedIn page of one of the most respected financial institutions in Asia.”

Sondra Kim告诉记者:“通过定期推送有用的金融信息,工银国际在领英的页面进一步把品牌拟人化、个性化,让他以一个个体发出声音,传递品牌文化,从而吸引一些和品牌具有相似价值观、风格和信念的客户、投资者或雇员。”

S.K. continues “ICBC International brand could be seen as a ginormous, inaccessible entity. By regularly distributing useful financial contents, ICBC International LinkedIn page personifies the organization, gives it a real human voice and a stylish tone, hinting at an original culture, capable to attract the right prospect, client, investor or employee, who share a similar set of values, style, and belief.”

新品牌的建设:不要阐释,要去证明 | Don’t Illustrate, Demonstrate

如今在中国,一切和ICBC这四个缩略字母挨上边的东西都代表了一种极高的可信度。所有与ICBC相关的群体、分支机构或是个人均能感受到这个品牌所携带的力量。一个全新的金融品牌在没有政府支持的情况下是如何快速建立起来的,又是如何成为这样一个备受推崇的组织呢?PLFTRM对此给出的解答是:不要去阐释,而是去证明。许多企业找到设计公司,希望用一套完整的视觉系统来解决所有的问题。

In China, anything coming next to the ICBC acronym inspires a high level of financial credibility. A brand power instantaneously transmittable to all its groups, subdivisions and individual representatives carrying the name. But how a new financial brand without governmental support can quickly establish itself as a respected organization?

PLTFRM的创始人兼CEO钱德军告诉记者,他们在为以太资本做品牌策划的时候就碰到这样的问题。当时该公司负责人告诉他,公司的迅速成功使当前的视觉系统已经不能反映自己所处的地位了,更不用说是不远的将来了。苹果公司和Facebook在一夜之间从一个毫不起眼的公司到行业巨头的时候,也碰到过类似于“发展太快”所带来的形象问题。这种感觉就像一个年轻成功的新人,需要有一套合适的商务套装来代表自身的地位和身份,好为自己打开下一个机遇的大门一样。但是在B2B金融行业,依靠“造型”和形象是远不足以赢得业界尊重的,尤其当我们的终极目标是增强客户对自己的信任。真实性和可靠度才是品牌建设的核心要素。“我们从一开始就明确地告诉以太资本,一个时髦的logo和新潮的网页并不能让你成为下一个高盛,高盛之所以成为高盛也并不是因为它有着好看的logo和网页。”Greg进一步解释道。“我们采访了20多位以太资本的核心人物,了解他们是谁?是什么驱动他们进步?他们追求的目标又是什么?然后,我们将这些信息联结起来,提炼出他们的核心理念、价值主张,绘制出一张品牌概念图表。所有这些才是帮助他们持续输出品牌形象和态度的重要因素。当然,除此之外,一套高度统一的全新视觉识别体系,也能帮助他们在业界获得更多的信任和声誉。”

“Ether Capital, came to us, with what appeared at the time, an extremely difficult challenge”, recounts PLTFRM’ s founder and CEO, Qiang DeJun (Mr Q). “They told us: we became successful too quickly and our current image does not reflect who we have become and certainly not who we will be in the near future”. Apple and Facebook encountered a similar “grown too fast” image issue within 2 years of their humble beginnings. Like a young successful freshman, who needs to find a proper business suit, opening the door to the next level of opportunities becomes a necessity for these companies. But in the B2B financial industry, styling and image are just not enough to gain a high degree of respect, especially when the end goal is to inspire trust. Authenticity has to be a central ingredient of brand building. “We made it clear to Ether from the beginning that having a more trendy logo and a snazzy website would not be enough to become the next Goldman Sachs.”, Greg explained. “We interviewed more than 20 key Ether people, to gather a sense of who they were, what was driving them and what they were aiming for. As a result, we articulated their core belief, their value proposition and created a conceptual diagram of their brand. All that helped them project a highly consistent image and attitude. But in truth,they gained a reputation of trust and respect by demonstrating a high degree of cohesion implementing their new visual identity.”

总而言之,所有金融品牌的共同目标是激发投资者的高度认同,客户的高度信任,雇员的深度共鸣。合理优化的服务,更加人性化的沟通方式,持续不断的核心价值体系输出才是品牌建设最为高效的习惯。每个金融机构都可以随时应用这些方法来实现自己的终极目标,并最终获得成功。

Inspiring high respect among investors, strong trust with clients and deep resonance with future employees are the common aims of all financial brands. Rational optimization of services, human, approachable communication style and consistent demonstration of core values are the most effective brand building habits. Any financial institution can implement them anytime, to meet these vital aims and ensure the long-term success of the organization.

 

Read the full article on China Daily here

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