The tagline is an integral part of a bank’s brand identity: it cuts to the core of what the bank aspires to represent for its clients. Banks will typically create a new tagline following a large merger, as an integral element of a major brand overhaul, as part of a new advertising campaign, or even in response to a crisis event.
In creating a new tagline, banks should consider a number of key factors. An effective tagline:
- Is short and easy to understand
- Is consistent with other bank brand elements
- Reflects the bank’s overall positioning and value proposition
- Provides themes for advertising and marketing campaigns
With these factors in mind, the following are some themes used by leading U.S. banks in developing their taglines: