Every bank says they want to stand out. But most don’t go beyond tweaking a logo, or updating colors, and continue to rely on the number of years in business to build trust. That’s important – but no longer enough to differentiate your bank against the thousands of others with a similar history. It’s time to be bold.
In this episode, Rich Jones, President & CEO of BankIn Minnesota, talks about what it actually looks like to be bold with a purpose — starting with culture, not a color palette. Rich talks about the association’s approach to rebranding, and the lessons banks can learn from it. We discuss how the association’s rebrand wasn’t a marketing exercise — it was the result of a deeper conversation about who they are, who they serve, and what they actually stand for. And that’s the lesson for every community bank thinking about brand: the boldness has to come from something real, or it doesn’t land.
In this episode, we cover:
· Why being bold for the sake of being bold doesn’t work, and what “bold with a purpose” actually means
· How BankIn Minnesota’s rebrand grew out of culture, not a creative brief
· The difference between authority-first and relatability-first messaging
· Why your people are your real brand differentiator, and how to show it
· What associations and banks can learn from each other about growth mindset
Resources mentioned:
· Rich Jones: [email protected]
· BankIn Minnesota: minnesota.bank
· The Bank Marketing Show: www.bankmarketingshow.com
· The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com
· Contact: [email protected]