Competitive differentiation and reputation are everything. This is especially true for financial institution brands competing with commoditized products and services that all look the same.
So, in this historic time of unrest, how does a financial institution build competitive distinction to stand apart? First, you must begin with re-articulating your Brand position today, but this is only the beginning. Defining your brand is a singular moment in time. It’s what you do next (or not) to integrate your brand into your corporate philosophies, messaging, operations and brand actions that ultimately will determine your brand’s success.
These actions are Branding and it is the most important aspect of your brand—the proactive systematic and strategic shaping of consumer perceptions and feelings about your organization and their experiences. Ultimately, it’s what will earn customer loyalty, build trust and drive consideration for your brand and your reputation.continue reading »