ABA Discussion Point 2: Branding Beyond Graphic Design

Our conversation from the ABA Bank Marketing Conference continues as we discuss the issue of branding beyond graphic design. Jeff Stephens offers his insights relative to the topic in his most recent blog post, and I would like to expand upon a couple points he made yesterday.

First of all, it’s important that we remember that graphic design most definitely plays a role in creating perceptions about our brands, but it is only one contributing factor in creating those perceptions. At Market Insights, we recognize your brand to be composed of three major elements: the visual, the verbal and the experiential. Graphic design addresses the visual; it may influence peoples' experience with your brand – but it certainly does not address the verbal element of your brand.

Jeff uses the concept of touch points to illustrate this point – which suggests that any interaction with your organization contributes to the perceptions people have about your brand. Perhaps the most important point to keep in mind relative to touch points is that “only a few of them are created by your bank marketing department.”

This is especially important when considering any kind of overall branding initiatives. All too often, bank executives and management teams are quick to place responsibilities relative to branding in the hands of their marketing departments. And while marketing departments should certainly drive these efforts, powerful brands require the involvement of everyone within an organization.

The expectation that marketing departments can handle the entire process relative to branding initiatives may be based in peoples’ belief that branding is all about graphic design (i.e. brand being equated to a logo and tagline). But, like Jeff pointed out, elements of your brand such as your choice of carpet and the way your employees shake hands with your customers don’t involve graphic design at all – and probably are not considered to be the responsibility of your marketing department.

Powerful brands are created when the visual, verbal and experiential elements work together. And, this is usually accomplished when they are deliberately crafted and carefully managed. Graphic design obviously plays an important role in creating pieces that support your brand visually, but don’t let the verbal and experiential elements fall by the wayside.