Do you confuse “brand building” with “bank building?” Slick logos and pretty fonts aren’t enough to build a powerful brand.
Let’s be honest about the dark art of “branding” in the financial industry: it’s usually a big waste of time.
Now I can hear graphic designers, ad agencies and marketing directors screaming about that comment.
But it’s the truth — at least the way most financial institutions approach branding.
Typical branding campaigns focus on the graphic identity — logos, fonts, design and colors. Sometimes it’s a labored, lengthy pursuit of the just-right image, the perfect Pantone shade and just the ideal brand typeface. Other times, it’s a tweak here, a refresh there… and viola! You’ve got yourself an exciting “new brand” for the bank.
Read more at Financial Brand