Brand Tune-up

View Brand brochure (PDF)

If you promote your institution through high rates only, chances are strong that your brand is weak. It is imperative to define a value proposition for an institution, a brand promise that lures customers to the institution and binds them to the institution even when a competitor presents better pricing options.

Those institutions that can grow deposits while maintaining a low cost of funds have tangible evidence of delivering a superior customer experience, since they have convinced customers to forego greater yields available elsewhere in order to bank at that institution. The willingness of consumers to trade yield for other attributes may reflect superior service, convenience of locations, availability of alternate channels, marketing and positioning, or other factors, but it confirms that some facet of the brand promise is resonating with those consumers.

Cost of funds does not cause strong brands; that is, lowering rates does not automatically create a strong brand. Rather, strong brands allow low rates, and building the attributes that create a strong brand will allow your institution to add customers and deposits without compromising profitability.

Bancography’s Brand Tune-up will identify your institution’s value proposition and recommend how to effectively communicate it to your customers. You do not need to start from scratch crafting a new brand. Instead, Bancography will audit your marketing collateral, analyze the competition and offer direction for fine tuning your brand. This process will strengthen your bank or credit union's brand, foster customer loyalty and lead to increased profitability.