Fix Performance, Fix Everything—Why Great Banks Don’t Leave Results to Chance
Hope doesn’t scale. Systems do. Find out how elite banks drive results with engineered behaviors and real-time accountability.
Welcome to the Top 5 Percenter™ Blog
Your Marketing Isn’t Broken. Your Positioning Is.
If your bank marketing strategy isn’t driving premium growth—or if your team still leans on clichés like “great service” or “we’ve been around 80 years”—you’ve got a positioning problem.
In this week’s video, you’ll discover why most bank branding mistakes start with a weak or irrelevant unique selling proposition for banks, and how that one flaw kills your pricing power and repels high-value clients.
Uncover how elite institutions use bold positioning in banking to dominate their markets and attract core deposits—without caving on rate or wasting marketing dollars.
Watch now to see what separates the best from the rest.
Let’s get honest about something that’s quietly killing your deposit growth, sabotaging your pricing power, and making your marketing dollars evaporate…
It’s not your message.
It’s your positioning.
Most community banks have been duped—by well-intentioned branding firms…who took hundreds of thousands of dollars…designed beautiful logos, catchy taglines…and then gave you one half-decent USP like: “We approve loans in 36 hours.”
Which, okay, that’s something…
But is it enough to make your ideal customer say:
“Whoa. We HAVE to talk to that bank.”?
Not even close.
Marketing only works when it’s tied to one thing: Positioning.
If you can’t articulate why your bank is the best, or the only… you’re just another option in a saturated market.
And your team?
When they get asked, “Why should I bank with you instead of the other guy?”
They’re saying things like:
“We’ve been around for 80 years…”
“We have great people…”
“You’ll get me.”
Let’s be real.
Those aren’t selling points.
They’re red flags that you have no positioning.
A real Unique Selling Proposition does one of two things:
👉 Proves you’re the best
👉 Or proves you’re the only
If your USP doesn’t do that, it’s not a USP—it’s wallpaper.
And here’s the real cost.
Without a strong USP…
🚫 Your marketing falls flat
🚫 Your sales team doesn’t have the tools to close premium business
🚫 And you’re forced to compete on rate instead of value
Which is a race to the bottom.
So, here’s the test…
Ask your frontline team this question: “Why should someone bank with us instead of anyone else?”
If you hear silence…or clichés…you’ve got a positioning problem.
Incidentally…there’s one USP that instantly separates a bank from the rest of the pack.
The one line that makes prospects stop scrolling, stop hesitating, and start saying: “Well, obviously we should talk to them.”
That USP? “We’ve been named one of the Best Banks in America by the Institute for Extraordinary Banking.”
That, my friend, is positioning.
The Banky Award doesn’t just sit on a shelf.
It gets you into the room.
It closes the deal.
It proves what your marketing claims.
So if you’ve already built a performance culture…
If your team is aligned…
If you’re growing low-cost deposits and delivering real results…
Get your Banky Award application in. Go to BankyAwards.com.
Because the banks who win this award?
Don’t just market better.
They close better.
Lead better.
And bank better.
To your continued success,
Roxanne Emmerich
Please watch the video above and share it with your exec team and board.
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