Why Most Banks Waste Their Time On ‘Branding’

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

Why Most Banks Waste Their Time On ‘Branding’

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