Is Branding for Banks Really that Important?
Ask a bank CEO to choose between budgeting hundreds of thousands of dollars for branding and hiring several new business development officers, and he or she will always go for the latter. Most bankers typically believe that their success is built exclusively on personal contact—there’s no way success can be driven by anything other than one-on-one, eye-to-eye relationship building.
As a result, when it comes to effective branding, the banking industry has been among the worst to achieve it. There are many who believe that a strong bank brand just isn’t practical because, for the most part, banks are virtually identical. They provide a similar range of products and services at equivalent prices in environments that are more or less the same. Yet that is exactly the environment in which strong brands have historically prevailed.
In this eBook, you’ll get a closer look at the foundations of discovering the essence of a brand—its Unique Value Proposition (USP). You’ll understand how to identify what you truly offer, what the market wants, and how those elements factor into your USP. And you’ll see how a strong brand can help banks reap a number of critical benefits.
