After returning from the ABA Marketing Conference last week, we decided that we would continue the conversation from the branding roundtable session with our friends from Creative Brand Communications on our respective blogs. Each of us have addressed the first point of discussion – the definition and process of bank branding, and during the coming weeks, we each plan to offer our take on the following discussion points:
- Branding beyond graphic design
- Developing a message to appeal broadly
- Branding and ROI
- Branding across business units and market segments
Jeff makes some great points relative to the definition of your brand. Namely, I think the point about your brand being the total sum of experiences anyone has with your company anytime is one to remember as you consider your institutions brand.
As we have discussed before, it’s clear that the concept of branding is unclear to many financial services executives and marketers. To illustrate that point, I want to use an example that was brought up during the roundtable discussion at the conference.
At one point during the discussion, one of the participants made a statement like:
“I don’t understand why people consider Commerce Bank as having a powerful brand and value proposition – their customers are always coming into my branch and complaining about the service they receive; and, I always see long lines in their lobbies. How does this translate into having a powerful brand?”
And, the point was made that Commerce Bank’s position is not based on service or short lines – it’s based entirely on convenience. The bank touts itself as “America’s Most Convenient Bank”, not as “The Bank with the Best Service” or “The Bank with the Shortest Lines” – the bank’s marketing, branding and delivery choices are made within the context of being the most convenient bank in America.
Commerce Bank is focused on creating the perception of being the most convenient, what perceptions does your brand create?
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