Way too many banks have spent a lot of money on brand awareness. And yet, can you even point to one customer who said I came to this bank because I just love their brand?
In fact, most money spent on branding has a negative return on investment. Sadly, we’ve all been sold a bill of goods that is not producing. However, there’s something to be said for branding. And that is in the conversation of brand insistence.
In other words, “You’re the only bank I’ll ever need or want,” is what they need to be saying as a result of the experience that you create. That strong bank customer satisfaction truly is your branding.
Or, quite frankly, I can show you in my masterclass how you can go get that stuff done for probably $500. Because essentially, the companies that are charging you a couple hundred thousand dollars are using people from other countries for $500 to create all that for you. I can show you how to do that, so you don’t need to spend money there.
Where you do need to make your investment, though, is in creating the brandable experience, the experience where all of your community bank customers say, “This is the bank. You have to go there. They’re different. They’re special, they’re my friends—I’m never going to leave this place. I’m sending all my friends, and I’m sending all my family.”
In my upcoming masterclass, I’ll cover some of the elements with you of how to create that kind of differentiation.
Decide that this is the year you move from brand awareness to brand insistence. That’s where the magic is for your bank.
– Roxanne Emmerich
Please watch the video above and share it with your exec team and board.
Ready to declare war on being an average bank and move to the top 5%? Register for the Category of One Masterclass: How to create brand insistence instead of brand awareness.
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