Owing to the increase in online transactions, the fintech industry is growing by the day. But with the increase in demand, there is also a massive increase in the solutions catering to it, making it important to establish a unique brand identity. This is how we did it for Payby. 

Branding strategy for Fintech company 

Let’s go into the details of how we positioned and created a unique brand for Payby: 

About the Client

Payby is a B2B SaaS fintech product developed by a legacy company in the MENA region. Despite its widespread adoption and strong technical capabilities, Payby wanted to establish itself as a distinctive and memorable brand within the highly competitive fintech domain.

Visit the website. 

The Challenge

While the product had strong functionality and adoption, Payby lacked a cohesive brand identity that resonated with its target audience. As a result, it struggled to differentiate itself in a rapidly evolving and crowded fintech landscape. The challenge was to create a brand identity and positioning that highlighted its value, appealed to its ideal customer profiles (ICPs), and solidified its presence as a leading fintech solution.

Our Approach

We approached Payby’s branding transformation strategically, focusing on building a strong foundation and executing across all aspects of branding:

1. Defining the ICPs (Ideal Customer Profiles):

• Conducted in-depth research to clearly identify the different segments of Payby’s audience and their specific needs.

2. Messaging Framework:

• Developed tailored key messages for each ICP to ensure the brand spoke directly to their unique pain points and aspirations.
• Consolidated these into a unified value proposition for Payby’s overarching brand positioning.

3. Market and Competitor Research:

• Conducted extensive research into the MENA fintech market and Payby’s competitors to understand industry standards, brand gaps, and opportunities for differentiation.

4. Brand Identity Creation:

Designed a comprehensive branding strategy, including:

• A tone of voice guide that balanced professionalism with approachability to reflect Payby’s mission.
• Visual identity elements such as typography, imagery style, and a color palette that conveyed trust, innovation, and reliability.

5. Content and Copy Development:

• Wrote and refined the website copy, ensuring it aligned with Payby’s new brand identity and spoke directly to their ICPs’ needs.
• Focused on clear, benefit-driven messaging to improve customer understanding and engagement.

6. Website Launch Coordination:

• Worked closely with the web design and development team to ensure the website’s visuals and content were executed seamlessly.

7. Identifying Market Gaps:

• Highlighted opportunities for Payby to position itself uniquely within the MENA fintech market and developed a branding strategy to capitalize on these gaps.

Impact

Our efforts resulted in:

• A Cohesive Brand Identity: Payby now has a distinct, professional, and approachable brand that stands out in the fintech market.
• Stronger Customer Connection: The tailored messaging for each ICP strengthened Payby’s ability to connect with and convert its target audience.
• Improved Market Positioning: Payby’s clear value proposition and strategic branding positioned it as a leading fintech product in the MENA region.
• Seamless Website Experience: The branded website reinforced trust and credibility, boosting customer engagement.

Got a fintech product that needs to reach the right audience with the right message? 

Reach out to our experts for a branding strategy.