Brand personality isn’t just for fizzy drinks or sportswear giants. In Australia’s evolving finance sector, it’s now a make-or-break factor for banks, fintechs, and brokers aiming to cut through the noise and win customer hearts. As 2025 brings tighter regulation, digital disruption, and savvier consumers, it’s the brands with genuine character that build trust and loyalty – not just products or rates.
What Is Brand Personality (And Why Does It Matter in Finance)?
At its core, brand personality is the set of human traits and values a brand projects. Think of it as the difference between a cold, faceless institution and a trusted mate who gives you a fair go. In finance, this means more than a logo or a colour palette. It’s about:
- How you communicate (language, tone, transparency)
- The values you stand for (innovation, reliability, community)
- The emotional response you evoke (confidence, empowerment, safety)
Research by Roy Morgan in 2024 found that 71% of Australians aged 18-44 say they’re more likely to stick with a financial provider whose ‘personality’ resonates with their own values and lifestyle. It’s a powerful differentiator in a sector often accused of blandness or distrust.
Australian Examples: Who’s Nailing Brand Personality?
Australia’s financial landscape is packed with examples of brands using personality to their advantage:
- Up Bank: With cheeky, playful language and a digital-native vibe, Up Bank has rapidly grown its Gen Z and millennial base. Their in-app ‘quests’ and transparent fee policies make banking feel fun and personal.
- Bendigo Bank: Emphasising community and local impact, Bendigo positions itself as the ‘neighbourly’ bank. Their bushfire recovery initiatives and regional focus make their brand feel approachable and caring.
- Spaceship: Targeting first-time investors, Spaceship combines plain English, aspirational branding, and a sense of adventure—making investing less intimidating and more accessible.
Even established giants like NAB and CBA are reworking their brand personalities to be more open, empathetic, and digitally savvy, in response to changing consumer expectations and the lessons of the Banking Royal Commission.
How to Craft a Distinctive Brand Personality in 2025
Finance brands looking to stand out in 2025 need to move beyond generic promises. Here’s how to build a brand personality that connects:
- Define Your Core Values
What does your brand believe in? Whether it’s financial empowerment, ethical lending, or tech-driven simplicity, make your values the foundation for every message and interaction. - Speak Like a Human
Jargon and legalese are trust killers. Use conversational language, explain complex concepts simply, and show empathy in customer communications. - Show, Don’t Tell
Live your values through real actions—like supporting community causes, offering transparent pricing, or providing educational tools. Customers notice what you do, not just what you say. - Be Consistent Everywhere
Your personality should shine through in every touchpoint: website, emails, social media, even your customer support scripts. Consistency builds familiarity and trust. - Listen and Adapt
Use customer feedback, social listening, and NPS data to tweak your brand personality as expectations shift. In 2025, adaptability is as important as authenticity.
Brands that master these steps are better placed to weather scrutiny, retain customers, and attract new ones—especially in a climate where comparison is only a click away.
2025 Trends: Personalisation, Regulation, and the Human Touch
Several 2025 trends are making brand personality even more critical:
- Personalised Financial Services: AI-driven personalisation means brands must speak directly to diverse customer segments, making authentic tone and values non-negotiable.
- Regulatory Pressure: ASIC’s 2025 guidelines on ‘clear, fair, and honest’ communication mean financial brands can no longer hide behind corporate doublespeak.
- Digital-First Experiences: As digital banking dominates, brands need to convey warmth and trust online—no more relying on friendly branch staff alone.
- ESG and Social Responsibility: Younger Australians expect brands to stand for something. A strong personality helps communicate your stance on climate, equity, and social good.
Done well, brand personality is a competitive moat. It turns transactions into relationships, and customers into advocates.
