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Branding A Fintech Catalyst

Brand Challenge

Krisfinsoft, serves the needs of the industry by being a catalyst for banks and fintech companies to come together in furthering the digital needs of the banking eco-system.

The brand was keen to enhance its position within the eco-system besides articulate a clear brand position for it to leverage as it aimed to go beyond the shores of the Philippines, which was its core market, into other markets within the APAC region.


The branding project by Identity Counsel aimed to understand the brand as it stood presently and what could be the drivers for future growth. identity Counsel researchers conduced Interviews with various stake holders-management, employees, partners and banks. The strategy team at Identity Counsel then conduced a series of workshops to understand the brands personality, positioning and culture.

Strategists at Identity Counsel examined the brand from its current strengths and from what the market needed and mapped its future course. There were critical areas of the brand that on strengthening would enhance its position towards the true value that brand provided.

The teams at identity Counsel created an idea for the brand to sit within the eco-system of banking which connects and grows the entire eco-system to drive greater value to it, now and for the future. KrisFinsoft was in a unique space of knowing the value that was needed and knowing the innovations available and bring the future of banking into the present day. Identity Counsel brand team recommended a brand proposition to –‘Bring Banking Forward’. Identity Counsel presented a blue print of the brand articulating the vision, mission and values of the brand. One of the key elements was also to change the brand name to Grover. The strategy consultants recommended this name because resonated with credence and authenticity. An opportunity was seen in cascading that value deeper into the organisation and it being integral to the culture of the organisation. This was implemented by Identity Counsel through a series of "Living The Brand" workshops.

A cascading workshop was conducted with the employees to embrace the brands strategic position and value system and to recognise the shifts and intent to align the future ambitions of the brand.

I was referred by a close friend to “Identity Counsel Brand Group” after an earlier branding project I had initiated with another company did not meet my expectations.
It was right from the proposal stage that I knew they would deliver as they understood my objectives and researched well on the business we are in.
Their insights and understanding of our industry was of highest standards . The process was thorough and their commitment exemplary .Their recommendations were truly transformative. Their output was sound as well as imaginative and took into account the trends in our industry and resonated well with our entire team and clients .
Even after completion of the project their commitment and response to any other need has been very encouraging.
What mattered most is that response to the branding from all my stakeholders was heartening and has impacted my business in a very positive way."
- Krishan Grover


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