Welcome to the Top 5 Percenter™ Blog

Branding for Growth:

by | Sales & Marketing

Is Your Bank Known as a Hershey…or a Godiva?

Branding is a hot trend…but almost everyone has it wrong. A truckload of dough is wasted every year by missing out on what brand really means.

Let’s make it simple.

Holiday gifts are filled with one of my favorite things: CHOCOLATE. It’s right up there with the meaning of life.

But here’s an observation I’ve made over the last few holiday seasons:

If someone delivers a box of cheap chocolates to our office, they last for weeks. If, on the other hand, the chocolates are exquisite melt-in-your-mouth types, they’re gone in a few blinks. Everyone knows who sent them, and everybody loooooves the person who sent them.

So if you were a chocolate, would your clients call you a Hershey or a Godiva? The answer has a greater influence on your future profitability than almost anything else.


A Hershey will match prices. A Godiva never goes on sale and never demeans its brand by having coupons or sales.

A Hershey is perceived as a commodity. If something better comes along, people will drop their Hersheys in a New York minute. A Godiva merits a special trip, because the best is worth the effort.

A Hershey is undifferentiated, it’s okay…it’s nothing to write home about. A Godiva is a talkable experience. People will rave.

Positioning yourself as a Godiva brand, and living like it, is one of the best things you can do to prepare to kick off the New Year–it assures more profitable relationships, higher-quality relationships, and a brand that is insisted upon.

But that brand has little to do with traditional “branding” offered by marketing firms. It has everything to do with the client experience–the feel and culture of an organization.

So this year, instead of thinking like a two-pound box of cheap chocolates, savor the taste of greatness. Let that feeling stimulate your thinking every day as you live out being a Godiva.

More From The Blog

You Deserve More and Better [VIDEO]

Are you tired of accepting or being bound by limiting beliefs?     Today, we're going to blow up the biggest limiting belief in banking. It's so bad that it keeps you...

Master the Four Levels of USPs [VIDEO]

What if you can use extreme differentiation to get 150 basis points or more on the loan side and improve your deposit pricing at the same time?   If you're the kind of...

Stop Matching the Competition [VIDEO]

You deserve to get paid more. Rate matching is the most destructive force in community banking today. And because of it, as a community bank, you are underpaid for the...

How to tie everyone to PROFIT [VIDEO]

Does every team member on your team know how they tie to profit? I mean really know? When a study published in Businessweek revealed they had asked 6,000 employees, "Do...

Who Made Up THAT Rule? [VIDEO]

Everyone has patterns of disbelief. Some people believe that in politics, there is one side or the other, and they're unwilling to look at the alternative. Still others...