Branding Archive

Hello. I’m the New ASB

A casual tone and conversational personality are at the center of this banana yellow bank brand.

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The Visual Story of Marginalen Bank’s Colorful Brand Identity

The bank merged four disparate brands under one new attractive look-and-feel. Even the forms and applications look nice.

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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.

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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.

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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.

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The Coolest Bank HQ You’ve Ever Seen

You’d have to be crazy to not want to work for this Australian investment bank. Macquarie’s new Sydney headquarters is unlike anything you’ve ever seen before. Clive Wilkinson Architects, who designed the…

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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…

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Unbanking

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…

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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 --…

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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…

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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…

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Santander’s HQ: High-Tech Wonderland with Robotic Butlers

It’s called Santander City. This sprawling corporate HQ for one of Europe’s biggest banks is a visually stunning concept integrating advanced robotics, interactive design and LED-based art murals. Santander City’s "El Faro"…

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Case Study: Fitzsimons Credit Union Rebranding

In early 2009, Fitzsimons Credit Union engaged Art + Business ONE for a rebranding project that was to launch in November later that year. The Financial Brand conducted this brief Q&A interview…

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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…

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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,…

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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…

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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.…

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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…

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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…

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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…

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