Everyone in marketing will talk to you about the importance of building a brand.

Why you should build brand equity, figure out brand positioning, communicate your brand effectively to potential and current customers.

But putting it in practice is not straightforward. That’s because a brand is not just a nice logo and a cool website. It’s the soul of a company, it’s your mission and purpose and values.

Most companies outsource this exercise or don’t give it too much thought. But we’re in fintech, where a lot of companies care a lot about their brand. And there are some fintech companies where brand is really at the core of what they do. For one, it’s so important, that they have their own in-house brand team working alongside them.

This company is Pleo, known for its minimal, attractive and yet strong and recognisable brand. Pleo is a B2B fintech that offers smart company cards that automate expense reports and simplify company spending. 

In this episode I’m chatting with Luke Richardson, Director of Brand and Communications at Pleo. We chat about setting up outdoor campaigns, Pleo’s global summit at the end of the year and how he’s set out to build a successful in-house brand team.

Our conversation was highly focused on brand, so I would say the content in today’s episode is especially useful to both B2C and B2B fintech companies that know they want to have a strong brand and are unsure who to hire in-house and what to outsource to an agency.

Pleo's website: https://www.pleo.io/
Pleo's digital summit: https://www.pleo.io/en/forward
Luke Richardson on LinkedIn: https://www.linkedin.com/in/lukestephenrichardson/