How Financial Brands Can Show Up for Their Customers in Uncertain Times

When we look at inflection moments that feel as big as the current tariff standoff and broader geopolitical environment—like the 2008 financial crisis, COVID, or the crash of SVB, —a pattern of needs emerges. In times of immense uncertainty, people seek context, familiarity, and consistency.  

The opportunity for brands then, is to show up as a source of support and value in these moments, deeply understanding the emotional state of their clients rather than making it about themselves with a predetermined pitch or message.  

Context 

What works: Ultimately, in times of uncertainty, people aren’t looking for perfect answers or bold promises that can’t be kept. Instead, they seek clarity and trustworthy guidance that gives them a way to frame the uncertainty and create valuable scenarios to plan for what might come next.  

How to take action: Establish context by providing the information your clients need. Start with real examples, data, and scenarios that help clients make sense of their own decisions and challenges within the uncertainty. Instead of canned answers or shallow generics, brands that lead with transparency, humility and perspective will build the greatest trust.  

Familiarity 

What works: Amidst uncertainty, people also want to work with someone they know and trust. Personal connections help us all feel supported and more at ease. During COVID, communication between financial advisors and clients surged. More than 41% of advisors reported more frequent client communication, with both advisors and clients reaching out more often and proactively initiating conversations.  

How to take action: Foster familiarity by making it personal. Highlight the people your clients already trust, your personalized guidance, and your commitment to working alongside them. 

Consistency 

What works: People seek control and consistency in the face of uncertainty. Change adds to our cognitive load, whereas control and consistency provide reliability and assurance— powerful countermeasures. For brands that need clients and customers to continue doing business as usual (especially in the finance world), it’s critical to carry forward a brand’s most recognized assets, values, and benefits.   

How to take action: Create consistency by simplifying your message. Focus on what truly matters to clients and how you’re supporting them. Brands should return to their basics— stripping away noise and focusing their message on a limited set of clear, tangible ideas grounded in their most trusted core competencies and strengths (see more on branding the intangible). 

Defining a clearer role for brand 

For financial services brands to stay credible and present during volatile times, it’s important to shift the narrative from one that’s solely about you and your claims to one that invites clients in and creates a space for discussion.