When most financial institutions offer similar services, online tools and even interest rates, how can they define what sets them apart? Banks have to earn their edge by embracing a unique brand identity. Marketers take a two-pronged approach when creating and communicating this brand identity — or they should, at least. The first is advertising. The second prong, though, can be overlooked. Banks have to actually deliver on the promises they make in their advertisements. They need to provide a customer experience that matches their marketing messages. Read on to learn how bank brands can achieve alignment.