In a world where many financial institutions struggle to stand out, many fall into the trap of promoting the same products, rates and generic promises as their competitors. That’s a commodity position and a race to the bottom.
Real brand differentiation requires a disciplined, strategic approach. And it starts with a framework: what kind of institution are we—and what do we want people to think about us?
Following are four models for shaping a financial brand (including one to avoid) to help you move beyond commodity status and build a brand that brings unique value to customers and employees.
1. Branding based on products and services
The brands that hang their hats on products are usually seen promoting High-Yield Savings Accounts, rebates and checking with rewards. (And do regular people even know what the term Treasury Management actually means?)
They may still be promoting the number of branch locations or ATMs, or the fact that they have an online banking app.
Rather than promoting solutions they can bring, they talk about the means to those solutions. They’re talking about light bulbs instead of an inviting, beautifully lit room.
Don’t sell light bulbs.
I don’t want you to pick this position. So please, look at the next three.
2. Branding based on customer experience
Customer Experience, or CX, is touted everywhere. When built properly, it has an incredible WOW! effect that makes people talk, stay and evangelize on behalf of the brand. Nordstrom, Publix Supermarkets and Disney (who has its own Disney Institute to teach other companies what they’ve developed) have earned legendary customer experience reputations.
Note that there’s a difference between customer service and customer experience. Customer service is being polite and answering a question or problem promptly and satisfactorily. Customer experience is about how the customers are made to feel throughout their entire journey with your brand.
Ally Bank is one who says they focus on customer experience. “As a customer-obsessed company with passionate customer service and innovative financial solutions, we are relentlessly focused on ‘Doing It Right’ and being a trusted financial-services provider to our banking, auto and corporate customers.”
3. Branding based on serving a segment
Women, veterans, family-owned businesses, Black communities and millennial solopreneurs… there are many groups of people who have particular financial needs and backgrounds that a bank, credit union or advisory firm can serve.
And while we would never advocate excluding anyone from banking with your institution, you can absolutely craft a brand that appeals to a segment of people with unmet needs and serve them very well.
Here are a few that stand out by their efforts (and quotes from their websites).
OneUnited Bank “OneUnited Bank is the nation’s largest Black-owned bank, with 50 years of service and two decades of digital banking. OneUnited serves as a digital navigation system (GPS) for financial services to help Black America and its allies close the racial wealth gap.”
Self Help Credit Union “Our mission is creating and protecting ownership and economic opportunity for all, especially people of color, women, rural residents and low-wealth families and communities.”
Esquire Bank Esquire offers a full suite of products and services for businesses, but—as its name indicates—has a large focus on financial services for law firms who often require financing for long litigation processes like class-action suits and contingency cases.
Make sure your slogan works well to support your position: watch out for these 7 Deadly brand slogan sins.
4. Branding based on purpose
Purpose can be a powerful rallying point for people who hold some beliefs or issues in common. They can feel more connected and quite excited to bank with an institution that’s in the center of those values.
That could mean doing business with a certified B Corp—or it could mean simply working with bankers whose visions align with theirs.
It can be a win-win-win relationship.
When people think about a brand based on purpose, environmental issues may be one of the first examples that come to mind. Climate First Bank and Walden Mutual Bank fit into that category. But there are other examples, too.
Climate First Bank “The world's first FDIC-insured community bank dedicated to the environment and sustainability.”
Walden Mutual Bank “We enable anyone to make positive and lasting change to our local food ecosystem.”
Christian Community Credit Union From its website, “Christian Community Credit Union (CCCU) is a faith-based, purpose-driven financial co-operative whose mission is to serve Christ followers to live and give more abundantly. For over 67 years, we’ve provided individuals and ministries with the financial tools and knowledge they need to grow and thrive financially, so they can transform our world through their generosity.”
These are highlights from Martha Bartlett Piland’s new bestselling book for financial leaders, “Don’t Just Brand There, Do Something.” To read this content in more detail on four models for financial brands—along with the pros and cons of each, order it on Amazon, or your favorite bookseller today.
If you'd like help with activating a unique, value-driven brand for your bank, credit union or advisory firm, contact Martha Bartlett Piland, CFMP at 785-969-6203 or by
photo credit: Isidore Decamon on Unsplash
