Branding Archive


20 Things Financial Institutions Should Do (But Don’t)

Is your organization making the most out of low-hanging fruit, or is it bury its head in the sand?



How to Reverse the Loss of Trust in Financial Institutions

Half trust financial firms less, citing honest communication and transparency as keys to reputation.



Staff Get Culture Books & Music CDs at Brand Kickoff Pep Rally

ABNB wanted to make sure employees understood its new brand first before unveiling it to the rest of the world. Smart.



The Top 10 Most Valuable Bank Brands in the US

A study by Brand Finance puts BofA atop the list of most valuable bank brands in the US, at $30.6 billion. Who else made the top 10?



The 15 Most Common Brand Positions in Retail Banking

Banks and credit unions like to wrap their brands around familiar themes. Check out these common brand positions and you'll probably see one that your financial institution is using.



7 Tips to Find Your Brand’s Personality

Seven exercises developed by world-class branding firms that you can use to identify your bank or credit union's real emotional brand traits.


Frost Bank’s Mini-Manifesto Makes Big, Bold Promises

You need to know what your organization believes if you want to publish a cool little mini-manifesto like Frost Bank.


Bromides and Dead Icons Won’t Fix UBS Brand

In 2008, private banking giant UBS (formerly Union Bank of Switzerland), like pretty much every other bank on earth, was slammed by the subprime meltdown. But that year, the bank also became…



What is “unbanking?” It's a marketing term created by various credit unions (and perhaps some banks) for use in ads, brochures and other creative materials. Some use “unbanking” as a conceptual platform…


Got a Question? Ask Bill

Bill Castle (pictured above), the CEO of South Valley Bank & Trust, is the star in the bank’s latest ad campaign, Ask Bill. Castle is stepping up to answer people’s questions --…


Big Banks Roll Out 14 Promises in ‘Customer Charter’

“This won't happen overnight, but we will be open about our progress.” — Brian Hartzer, CEO RBS and NatWest In an effort to repair a brand image tarnished by bailouts, the Royal…


Making Banking Easy Isn’t Easy

For the average consumer, banking is a chore akin to scrubbing the toilet. It’s something that has to be done whether one likes it or not, and most people don’t. There are…


Defending BofA’s Embattled Brand

BofA's brand is in the toilet. At least that’s what every journalist and blogger in America seems to believe. Headlines like “Bank of America Shines TARP-Tarnished Image,” and “BofA Uses Its American…


Guest Column: BHAG Branding

By Sean Tracey, Brand Strategist/Creative Director at Sean Tracey Associates How “Big, Hairy, Audacious Goals” apply to financial marketing Most of you have heard the term BHAG. If not, it’s pronounced BEE’hag,…


Citizens Brand: ‘Good Banking Is Good Citizenship’

Citizens Bank is dumping its current tagline, “Not Your Typical Bank,” and replacing it with a new brand theme, “Good Banking is Good Citizenship.” The bank will be using the “citizenship” concept…


Kiwibank Brand Fights Back Big Aussie Banks

Australian banks had long dominated New Zealand's financial industry, sucking as much as $3 billion annually in profits from its smaller neighbor. But in 2002, that changed with the launch of Kiwibank.…


Why It All Starts (And Stops) With Consistency

When marketers talk about consistency, they are often referring to the look-and-feel. They say you should stick with the same colors, same design style, same typefaces, etc. When operations people talk about…


5 Truths About Rebranding (What I Learned)

Kelley Parks is creator of gira{ph}, and former VP/Marketing & Business Development at Call FCU. These days, Kelley has teamed up with iDiz to help credit unions discover and amplify what is…


A Doodad Logo and an iDude Mascot

By Kelley Parks, creator of gira{ph}, and former VP/Marketing & Business Development an Call Federal Credit Union. These days, Kelley has teamed up with iDiz to help credit unions discover and amplify…



Your Service Is Not What Differentiates You

Think your service makes you special? So does every other bank and credit union. Here are four reality checks to help you achieve greater strategic clarity.