Branding Your Bank

Presented by:
Marcia Yudkin

Do customers understand what your bank most wants to be known for - and do they believe your message? Branding your bank goes far deeper and carries more power than ever-changing, disconnected ad campaigns. Developing a positive brand that truly says something to customers can increase their loyalty, attract new customers and decrease the cost of achieving your marketing objectives.

The presenter for this webinar is marketing guru and author Marcia Yudkin, a five-time Webby Awards judge and "Head Stork" of the new naming and tag line creation company NamedAtLast.com. This webinar begins by placing the concept of branding within today's competitive landscape for banks. Ideally a bank's brand is something purposefully created, nourished and maintained by the bank. However, a brand can also be affected by what occurs in the minds of the public because of a void of information about the bank, negative or positive publicity or certain widespread experiences with the bank. How the bank prefers to be seen inevitably interacts with how target markets actually perceive it, and by lining up those two factors in sync, banks can use branding as a powerful competitive weapon.

So the first step in any exploration of branding for your bank is to look around and ask around to learn how you and competitors are currently perceived.

The second step is deciding on positioning for your bank that gives you a competitive advantage in that environment.

Third, you develop a theme that resonates with current and potential customers and differentiates your bank from the others.

Fourth, you must determine as many ways as possible to reinforce that theme, so that customers have an integrated experience consistent with your branding. Only after you have taken all four steps do you enjoy the cost-effective power of branding.

These strategic steps become vividly real with substantive critiques of the branding of at least five banks that are participating in the webinar. Such commentary might be positive or negative. To become eligible for this valuable expert feedback from Marcia Yudkin on how your messaging comes across, see the instructions below.

Topics covered in this webinar include:

• Can banks, which pretty much sell the same products and services, actually be different from one another?
• The difference between themes that give you a competitive advantage and those that make customers yawn, or even poke fun at you
• Implementing a theme in advertising
• Implementing a theme in public relations and community service
• How and why to stick with a theme, and for how long
• Integrating your theme at your web site
• Integrating your branding theme with customer service
• Other vital brandable touch points
• Sources for more information on branding, positioning and developing a marketing theme

After this webinar, you'll understand the many facets of bank branding and have the insights you need it to sell the process to executives and staff at your bank. You'll also have guidelines for initiating branding for your bank or updating the brand you have long had.

Who should attend:

• bank executives with responsibility for overall marketing strategy
• bank marketing managers
• ad agencies and other marketing vendors that serve banks

VIEW A 10 MINUTE SAMPLE
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About the speaker:

Marica Yudkin A former syndicated columnist, five-time Webby Awards judge, public radio commentator and author of acclaimed books on creative marketing, Marcia Yudkin is one of the world's top experts on marketing effectiveness.

Her book Web Site Marketing Makeover describes how to attract and satisfy visitors to your web site so that they stay and do business. Her 10 other books include 6 Steps to Free Publicity, Persuading on Paper and Smart Speaking. She has been featured in Success Magazine, Entrepreneur, Women in Business, dozens of newspapers around the globe, and four times in the Sunday Boston Globe.

Recently Marcia launched NamedAtLast.com, a brainstorming service that generates captivating new product names, new company names and tag lines.

Besides addressing bankers through BankersOnline.com, the New England chapter of the American Bankers Association Marketing Network and the New York State Credit Union League, she has delivered keynotes and consulting on marketing for industries ranging from construction, consulting, public relations and promotional products to graphic designers, book publishers, audio publishers, camera shops and architects.

Marcia Yudkin's weekly newsletter, The Marketing Minute



CD-ROM includes:

• Complete presentation (including slides and audio)
• Written Materials
• Follow-up Q & A

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