In today's competitive marketplace, branding can be the final factor that affects a consumer's decision of where to bank. Whether you are a de novo just starting out or an established bank with many branches, branding should be an important part of your business strategy.

Exactly what is a brand? Everyone uses the word, but few people can accurately define it. Contrary to popular belief, a brand is not a product name or a company logo; unfortunately, it is more nebulous than that. A brand is the consumer's gut feeling or perception of your company or your company's products and services. And when enough people share the same gut feeling or opinion, it becomes known as your company's brand.

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