People used to choose banks differently. They might have chosen a bank based on which one had a branch in their hometown or which one their family used. It was a simpler time — one that didn’t require banks to differentiate their services nearly as much as they need to today. Now, there are seemingly endless banking options online. And because the services don’t feel drastically different, people look at other factors, like convenience, service, and personality.
That’s why banks need to forge a personal connection between consumers and the brand story. Without a cohesive message and identity, customers don’t have the chance to develop trust and familiarity with the bank. Read the full article here to learn how you can say goodbye to superficial messages and empower employees to back up your brand story.