## What's going on? 

In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. So, we need to create content that engages on a human level – that’s what B2B marketing should be all about. If we spent as much time engaging with our audience, as we did on perfecting features, benefits and our performance marketing funnel, we’d start to see the quality of sales leads improve dramatically.

## Why does it matter?

As the world becomes more digital, we appreciate real human engagement and conversation more than ever. If you really want to drive growth in your business, it’s time to wake up to the power of branding, purpose, storytelling and emotion. This will help your brand become more meaningful in the minds of your audience. Business audiences want more from you than product features or benefits. They want to be entertained, educated and made to feel special. They’d love to know what your business cares about, what you value. Crucially, they want to be treated as human beings, not as buying machines.

## What can we do?

- It doesn’t mean performance marketing should be ditched. Instead, consider tone of voice alongside conversational and colloquial language, and simplify complex topics and themes as if talking to a friend, and reel them in with a story where people need to hear the ending. 
- Become experts in people, emotion and storytelling. Become a trusted educator for your customers; learn for yourself and experiment. Find out what your customers are really experiencing when they engage with you. 
- Be more human. It will make you more likeable, and if you’re more likeable, the chances are you’ll be more profitable, too.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__


In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. Are we losing this?

In marketing, are we losing sight of ‘Business to Human?

## What's going on?

Nature abhors a vacuum.

The ‘advice gap’ in the UK is estimated to be made up of over 12 million people, with only 9% of adults actively receiving financial advice from an adviser.[1] 

While 72% of people believe that getting financial advice is important, 35% of people are ‘not quite sure’ where they should start looking for it.[2]

Instead, people are seeking out information from other sources.

44% of Gen Z believe they can source good financial advice on social media, and over a fifth of investors aged 18-34 are taking investment advice from Instagram.[3]

## Why does it matter?

People are actively seeking out financial advice; they’re just not using traditional channels.

And that’s leading to worse outcomes and exposing people to foreseeable harm.

58% of under-40s who have invested in high-risk investment products, say their decision was based on hype on social media and the news.[4]

With the FCA reconsidering the advice/guidance boundary, new opportunities to meaningfully engage with a wider audience are emerging for advisers willing to put themselves out there and capture this hungry audience – offering people the help they want at the time they need it.[5] 

## What can we do? 

- Fish where the fish are. Reddit and YouTube, TikTok, Instagram and X are the top five platforms where the under-40s look for financial advice.[6] Rethink your channel strategy. Show up.
- Make yourselves accessible. The average content produced by investors ranks closer in comprehension to academic papers than to financial media.[7] Reconsider your tone of voice. Be conversational.
- Dramatise the value of quality. 44% of people who do not use a financial adviser, have said that it is due to a lack of understanding of what an adviser can offer them.[8] Reprioritise your messaging. Prove your worth.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__

---

1. [https://www.boringmoney.co.uk/learn/articles/do-you-need-a-financial-adviser/](https://www.boringmoney.co.uk/learn/articles/do-you-need-a-financial-adviser/)
2. [https://www.covermagazine.co.uk/news/4126415/people-value-financial-advice-struggle-gain-access](https://www.covermagazine.co.uk/news/4126415/people-value-financial-advice-struggle-gain-access)
3. [https://www.moneymarketing.co.uk/opinion/its-time-for-advisers-to-get-social/](https://www.moneymarketing.co.uk/opinion/its-time-for-advisers-to-get-social/)
4. [https://www.fca.org.uk/publication/guidance-consultation/gc23-2.pdf](https://www.fca.org.uk/publication/guidance-consultation/gc23-2.pdf)
5. [https://professionalparaplanner.co.uk/advice-guidance-boundary-may-lead-to-regulatory-restructuring/](https://professionalparaplanner.co.uk/advice-guidance-boundary-may-lead-to-regulatory-restructuring/)
6. [https://www.fool.com/the-ascent/personal-finance/articles/these-are-the-5-most-popular-social-media-platforms-for-financial-advice-should-you-trust-them/](https://www.fool.com/the-ascent/personal-finance/articles/these-are-the-5-most-popular-social-media-platforms-for-financial-advice-should-you-trust-them/)
7. [https://portfolio-adviser.com/fund-management-articles-written-mostly-by-men-and-more-complex-than-a-level-exams/](https://portfolio-adviser.com/fund-management-articles-written-mostly-by-men-and-more-complex-than-a-level-exams/)
8. [https://www.covermagazine.co.uk/news/4120637/lack-understanding-main-reason-seeking-adviser](https://www.covermagazine.co.uk/news/4120637/lack-understanding-main-reason-seeking-adviser)

Nature abhors a vacuum. The ‘advice gap’ in the UK is estimated to be made up of over 12 million people, with only 9% of adults actively receiving financial advice from an adviser. Find out where consumers are turning for advice...

Going social for advice. Should advisers respond… or join the party

__Welcome to our annual Signals report, where we look at the marketplace direction that we believe will have a significant impact on how financial services communicate.__

Despite being unable to categorically rule out an end to the permacrisis, we are cautiously upbeat about two broad themes for the year ahead – an attitudinal shift and tech enablement. 

Some of the changes of attitude that we predict will be widely embraced include: the desire for Fame, doing fewer things better and securing greater impact; Long-termism with a focus on the ‘S’ as sustainability becomes embedded and Business to Human, as B2B communications become braver and go beyond product. 

In terms of tech enablement, of course no 2024 signals report would be complete without a view on AI. Very aware that there’s the good, the bad and the reality, AI Driving Emotional Moments is a fascinating review of positive application, as is Hyper-personalisation. Platform enablement is explored in both The New Adviser, which looks at the impact of TikTok on the advice market, and, in One Line of Sight, we outline how holistic financial services interfaces are meeting user expectations.

Enjoy the read ahead.

[Download the report here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf)

If you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).

Welcome to our annual Signals report, where we look at the marketplace direction that we believe will have a significant impact on how financial services communicate. 

2024 Signals Report

AI is becoming an indispensable tool for supporting the evolution and effectiveness of brand building. 

Undoubtedly it can provide the flexibility and data-driven insights necessary to allow brands to adapt and thrive, particularly to increase personalisation and content relevance.  AI’s capacity to analyse vast amounts of consumer data to identify emerging trends and preferences, can help brands adapt their hero assets to remain relevant and appealing. 

But while AI offers insights and data for planning, it falls short on creating truly distinctive brand assets, logos for example. The craft and insight gained from years of individual and collective experience, empathy and understanding remain a more powerful tool for creation.

Let’s explore what’s good about AI, what’s bad and what’s the reality when considering how to use it to build long-term brand fame and affinity. 

## The Good
AI assistance can help speed up several stages in the brand building process:

### AI and Colour 
AI can assist in colour selection by analysing a colour’s psychological and cultural associations. This data-driven approach can help brands choose colours that not only align with their values but also evoke specific emotions in consumers. 

But when AI algorithms monitor colour, it’s worth remembering that they’re just watching trends. So, while we may think it’s a good idea to make adjustments to keep a brand's colour palette fresh and appealing, it makes for a here-and-now-approach, not one that builds longevity. 

### AI and Logos  
AI can aid in logo design by analysing vast datasets of successful logos to identify patterns and elements that, at a moment in time, resonate with audiences. This data-driven approach can support with creating sets of potential logos as a starting point.

Some may say that AI-powered tools will allow you to continually assess consumer sentiment towards logos, helping brands to adapt and refine their visual identity based on real-time feedback. But is that ability to adapt to changing consumer preferences also able to ensure the logo remains a powerful representation of trust and reliability? We would say not. 

### AI and the words: Brand lines and TOV  
AI is able to assist in creating memorable lines, by analysing linguistic data and consumer sentiments. Natural Language Processing (NLP) algorithms can help brands understand what words and phrases resonate with their target audience. These insights can then guide the creation of straplines that not only encapsulate the brand's essence, but also align with the current cultural conversation. But the nuances and empathy that a writer, strategist and brand marketeer bring is still needed to ensure the lines truly do hit home.

Additionally, AI-powered chatbots and virtual assistants are now becoming extensions of a brand's voice, helping to reinforce straplines and brand identities in customer interactions. Programming chatbots to assume a brand’s tone of voice can prevent customers feeling alienated in automated spaces. However, there is a bigger question at play: if authenticity is key to a brand, does the mere presence of an AI chatbot negate that brand experience? 

## The Bad
However sophisticated the AI, it still has various drawbacks:

### Lack of Creativity
AI is based on algorithms and patterns, which limit its ability to generate truly innovative and creative ideas. AI-generated designs that follow popular trends and templates are likely to result in brand assets that look generic and fail to stand out. Building a brand requires out-of-the-box thinking and emotional resonance, which remain challenging for AI to replicate.

### Loss of Human Touch
The most successful brands are built on creating genuine emotional connections with users.

AI lacks the human touch and emotional understanding that are crucial when crafting brand assets that resonate with the target audience.

### Inconsistent Brand Messaging
While AI can help automate certain aspects of brand communication, it may not always understand the nuances of a brand's values, mission, and voice. This can lead to inconsistencies in messaging, which can be detrimental to brand identity.

### Ethical Concerns
We strongly believe in using AI responsibly. This includes being aware that AI algorithms are only as good as the data they’re trained on. Biases present in the training data can lead to unintentional biases in brand assets, which can have negative social and ethical implications.

### Limited Understanding of Cultural Nuances
Branding often involves understanding and respecting cultural nuances. AI may not have the cultural sensitivity required to navigate diverse markets effectively, potentially leading to cultural misunderstandings or insensitivity. This is particularly true when creating global brands that are also locally relevant.

### Energy Guzzling
While undoubtedly a powerful tool to help explore brand building, using AI comes at a considerable energy cost. It relies heavily on the computational power of servers and vast server farms, often powered by energy-hungry data centres. These are packed with high-performance hardware and require an immense amount of electricity to function efficiently.

As we explore the exciting possibilities of AI in brand and content creation, it’s crucial to recognise the environmental impact of these energy demands. Balancing innovation with sustainability is paramount in harnessing AI’s potential, while minimising its environmental footprint.

## The Reality
While AI can be a valuable tool in the branding process, we believe that it must be used judiciously and in conjunction with human creativity and expertise. The downfalls of AI in branding for the long term largely revolve around its limitations in creativity, emotional understanding, and cultural sensitivity.

Successful branding efforts involve a harmonious blend of AI-driven data insights and human-driven creativity and intuition, to create brand assets that truly resonate with the target audience and reflect the brand's unique identity.

Our view is that AI is a useful tool to speed up exploration. But it’s not an answer in itself. It’s great for finding averages and trends. But not for standing out or disrupting sectors.
It can only remix the here and now.

__Here’s our best practice advice for brands thinking of using AI tools and approaches: __

1. __Balancing Human and AI:__ Use AI as a tool to enhance human creativity and decision-making rather than replace it. Combine the strengths of AI (data analysis, automation) with human insights (creativity, intuition).
2. __Ethical AI Usage:__ Be aware of potential biases in AI algorithms and take steps to mitigate them. Ensure ethical AI practices to avoid unintended consequences.
3. __Continuous Learning:__ Invest in ongoing training and education to stay updated with the latest AI tools and techniques relevant to brand management.
4. __Testing and Validation:__ Before implementing AI-driven changes to brand assets, conduct thorough testing and validation to ensure they align with the brand's core values and resonate with the target audience.
5. __Human Oversight:__ Maintain human oversight in the branding process. Human expertise is crucial for assessing the emotional impact of brand assets.
6. __Flexibility:__ While AI can provide valuable insights, be willing to adapt and make changes based on qualitative feedback and evolving market dynamics.

If you’d like to discuss how to assess your brand’s ability to thrive in an AI driven world of urgency, please contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).

AI is becoming an indispensable tool for supporting the evolution and effectiveness of brand building. But while AI offers insights and data for planning, it falls short on creating truly distinctive brand assets. Find out more in our latest article. 

Branding with AI: The good, the bad and the reality

In a drive to increase awareness of online and mobile banking, NatWest and Royal Bank of Scotland have announced a plan to put digital banking specialists, or [TechXperts](https://www.finextra.com/newsarticle/30176/natwest-and-rbs-to-put-digital-experts-in-every-branchimage), in every one of their high street branches in England, Scotland and Wales by the end of April.

In April last year, RBS reported a 50% drop in people regularly using high street branches over the last six years, while the number of people using online banking services had quadrupled.

More than four million NatWest customers and 1.25 million RBS customers already transact online, and now the push is on to encourage those who still prefer to bank in-branch to explore non-branch alternatives.

In addition to the more than 1,000 NatWest and 200 RBS TechXperts, the bank is also launching a digital skills training programme for 10,000 members of branch staff, so no matter who a customers talks to they will always be able to find out how banking digitally and on mobile could work for them.

The initiative bears several similarities to the Barclays Digital Eagles programme, and we predict that we’ll see more and more banks following suit over 2017 as digital penetration continues to ramp up and branch visits decline.

There’s no escaping digital with NatWest and RBS

Related News

Thu 21 Mar 2024

In marketing, are we losing sight of ‘Business to Human?

Fri 9 Feb 2024

Going social for advice. Should advisers respond… or join the party

Tue 2 Jan 2024

2024 Signals Report

Tue 14 Nov 2023

Branding with AI: The good, the bad and the reality