To develop a brand strategy for your online marketing, you firstly you need to have a strong brand and marketing position. This allows you to know WHY you are in business, WHAT you do and WHO you solve problems for.  Then you need to identify HOW you will take your financial services or products to market. You do this by identifying your marketing channels. For example, if you have a sales team, they may need financial brochures or fact sheets in PDF format they can email out, or printed they can take to meetings. Or if you are selling your financial products online via a financial website, you will need to use digital marketing, SEO, PPC and social media.