My Bank – My Brand?

Apart from the interest rates, which are currently low or even lower than that, and products, which have become interchangeable, what distinguishing features would help me decide which bank suits my needs best? Naturally, I’d also ask around, listen to what my friends say and more often than not I'd be given the name of a bank advisor, because, after all is said and done, banking is also a people business. But that's true for most businesses – cars dealerships or furniture shops. The people behind the products and services who help sell them; they are major contributors in the decision-making process. But what else? What do I associate with the names of those various bank services providers? In the case of UBS, it's my grandfather who springs to mind first, a proud bank executive with UBS in the 1970s. However, this is followed by more recent memories of the bank's ambitions during the 1990s, the reputation problems of recent years, numerous management changes, and stories of staff members who ended up working for a Cantonal bank. And its slogan “We will not rest” sounds rather like a confession to me. In truth, does it offer me enough?

As a brand professional I like its consistent and bold typographic appearance. But besides that? Are there any specific anecdotes to sway my choice between this bank brand or another one? Or in other words: What would my ideal bank provide? My ideal bank brand would steer me through the jungle of financial jargon with simple, practical directions. It would make things readily understandable. My bank brand would be a bank I’d be happy to return to for any queries or inquiries because I'd know what to expect and who would be expecting me. Someone with a convincing, clearly distinct advisory experience. With familiar advisors who still keep a professional distance at all times. My bank brand would impress me and continue to amaze me with their unique service. My bank brand would distinguish itself by not promising me everything under the sun. Instead it would communicate clearly to me what it can and does provide, and what it doesn't. My bank brand would have an opinion about matters that affect me: Specific topics, background information, content. At present what content do I relate to which institution? Take Credit Suisse: Currently I can't make out a storyline, only Roger Federer's image everywhere. Or private bank Sarasin that styles itself as a leading sustainable Swiss private bank. But what about J. Safra Sarasin? A story which seems to play out between Brazil and the Elisabethenstrasse in Basel; one that I'm not sure I can follow anymore. Then there are the Cantonal banks. Their name derives from the respective cantons that own them thereby placing the specific canton at the center of their individual stories. Each canton provides a piece of heritage with a differentiating potential. Or the Migros Bank? Associations with the legendary Migros founder Gottlieb Duttweiler and his legacy are part of this bank's lore. A bank whose name is also linked to the Kulturprozent, a Migros institution which actively engages in cultural events. A name that stands for social engagement and sustainability and has a reassuring ring to it.

In short, my ideal bank and brand would: Offer guidance in the financial jungle. Provide an exceptional advisory experience. Deliver a compelling service and take a stance based on real values. Have something to say about topics that affect me. That’s what I would consider real client orientation. A promise, which in all likelihood, most institutes would like to live up to. And yet, which one really succeeds in consistently realizing these aims? My conclusion is that there's a tremendous amount of potential for my ideal bank to achieve.

Autor: Pascal Geissbühler
Pascal Geissbühler is Creative Director and Member of the Executive Board at the consultancy agency Branders in Zurich.