Don't Just Brand There, Do Something: A Blueprint for Financial Brands that Stand Up, Stand Out, and Stand the Test of Time

Whether you’re branding a de novo bank, a well-established institution, or a fintech, building a brand with substance beyond the quippy slogan requires two things:

1. Finding something unique and ownable, and
2. Taking action with it.

That means baking in actions that support this position throughout the entire organization. Every day, with every person.

If you can do that, no one—I mean no one—can stack up to you. That’s because you will have seized a position that delivers unequaled value to c...