ABA Discussion Topic 5: Branding Across Business Units and Market Segments

The last topic up for discussion from the branding roundtable discussion from this year’s ABA Bank Marketing Conference was branding across business units and branding across market segments. While the topic was not discussed to the degree that the other four topics were, I think it’s worthwhile to offer our perspectives here.

For clarification, the topic of branding across business units was brought up by a woman who wanted to know if and how she should approach bringing together her bank’s brand with its separate mortgage arm – which I understood to operate as an entirely separate business with its own brand. She also asked about branding across different market segments in the same breath, which is an entirely different topic altogether – but I’ll offer my take on both.

Branding Across Business Units

Bringing two business units together under one brand is much like bringing two financial institutions together during a merger. While each situation is unique, it can be expected that there is going to be some compromise. Like any branding initiative, you will need to establish brand standards, train your staff and manage the perceptions of your customers and the community while any changes are happening.

Branding Across Market Segments

I like the fact that the issue of branding across market segments was brought up during the discussion, as I think it’s an issue on the minds of many bank marketers. I think the most important point to make is that your brand is who you are – regardless of whom you are talking to.

While marketers certainly need their message to be relevant to their targets, they must also ensure that their messages do not conflict with one another. I think there is a tendency for some marketers to tell one group what they want to hear, and then turn around and tell another group what they want to hear (and sometimes message #2 isn’t in-line with message #1) – and, this simply can’t be allowed to happen if you’re looking to build a powerful brand with a consistent message.

Whether you’re bringing together business units or targeting different market segments, there will be branding implications to consider. And, like much of the discussion we’ve had since the Bank Marketing Conference, management of your brand during times of change is critical in creating the perceptions your customers and your community have of your institution.

What do you think Jeff?