Brand Messaging vs. Brand Positioning: Why Your Bank Needs Both
When it comes to branding, many banks make the mistake of treating it as one big bucket that includes everything from their name and logo to their tagline and mission statement. But effective branding isn’t just about a sleek design or a catchy slogan; it’s about clarity. And that clarity starts with understanding the difference between brand positioning and brand messaging.
Brand Positioning: Who You Are and Why It Matters
Brand positioning is the foundation of your bank’s identity. It’s not just what you do, but who you serve best and what makes you stand out. Why should customers choose your bank over a megabank or a fintech? What is your unique value in the marketplace? If you can’t answer these questions succinctly, your positioning might need refinement.
Strong brand positioning doesn’t just help differentiate your bank, it provides the strategic direction for all of your marketing efforts. It informs how you present your products, how you connect with your community, and how you build long-term relationships with customers. Without a well-defined position, even the most polished marketing campaigns will fall flat.
Brand Messaging: Communicating Your Value Clearly
Once your positioning is solid, brand messaging is how you communicate it in a way that resonates with customers. It’s not enough to say, “We’ve been serving our community since 1897,” or “We offer best-in-class banking products.” While these may be true, they don’t directly address customer needs or challenges.
Your customers aren’t looking for just a bank. They’re looking for financial security, homeownership opportunities, business growth solutions, and peace of mind. Your messaging should reflect that. The best brand messaging shifts the focus from the bank to the customer, showing how you can help them achieve their financial goals.
The StoryBrand framework, developed by Donald Miller, is an excellent tool for crafting compelling messaging. It positions the customer as the hero of their financial journey, with your bank serving as the trusted guide. When your messaging aligns with their challenges and aspirations, they’re more likely to engage with your brand.
Why Both Matter
Brand positioning and brand messaging work hand in hand. Without strong positioning, your messaging lacks direction. Without clear messaging, even the best positioning won’t resonate. Together, they create a brand identity that not only differentiates your bank but also connects with customers in a meaningful way.
At Agora Eversole, we specialize in helping community banks refine their positioning and craft messaging that speaks directly to their audience. If your brand isn’t cutting through the noise, let’s talk! We’ll help you tell a story that makes customers stop, listen, and take action.
