How Do You Build a Sustainable Brand?
Content
Brand management in the banking sector
“I can count on the fact that everyone here is passionate about the mission we’ve set ourselves,” says Jakob Berndt in the ndion podcast, speaking about his team at Tomorrow. In an interview with Dr Saskia Diehl, the co-founder explains what drives him and how the “Start-up of the Year” (German Brand Award) managed to establish the Tomorrow brand in the financial world. The focus is on genuine, measurable sustainability and why such investments can be worthwhile for customers not only ecologically but also economically.
Three key insights:
- Mission statement as a driving force: From the very beginning, Tomorrow has been guided by a clear mission statement focused on sustainable finance and the use of money as a lever for positive change.
- Target group focus and user experience: The brand avoids information overload and, through an optimised user experience, provides precisely the relevant information needed to build a strong connection with its target audience.
- Flexibility in brand management: In addition to sustainable finance, Tomorrow also utilises the ‘financial well-being’ niche, which provides customers with an intuitive overview of their finances. This flexibility allows the brand to operate in a versatile manner.
Further links:
ndion-Podcast
In our podcast series, we bring you fascinating interviews from the world of brand communication and design. Up-to-date, informative and right at the heart of the industry. Featuring interesting personalities, industry leaders and decision-makers – on relevant topics such as digital transformation, sustainability and increasing globalisation.