“First.” “United.” “Community." “Heritage.” Green trees, blue stars, flags.
If your financial institution incorporates one of these words or images in its name or logo — or some similar overused, run-of-the-mill banking brand motifs — you have an uphill battle that’s only going to get fiercer as you fight competitors on all sides.
"We don’t have budget for advertising. We just need to get our name ‘out there.’” We hear this from small organizations a lot. There's little budget, but they still expect measurable results from a single marketing investment or activity.
But occasionally throwing your name—your brand—“out there” doesn’t do anything to build trust, loyalty or brand equity. It doesn’t tell a compelling and credible story of what you stand for, and it doesn’t offer value to anyone.
5-minute video
"Great service" is not a unique positioning for banks and credit unions. That's a basic requirement. This 5:25 minute video by Alexandra Reilly, CFPM, has 2 real life snapshots of how purpose and action create true brand differentiation and valuable ROI.
An increasing number of financial brands are trying to push themselves into people’s faces. They think this approach will move audiences to their way of thinking. Instead, it does just the opposite.
Here are 3 places where it happens and what to do instead.
In an abundance of enthusiasm, many bank and credit union marketers list every important fact about their institution. And they inevitably lose their audience in the process. A simple three-part marketing communication strategy (with products coming last) can help create a more memorable brand.
