Use creative design to build brand equity.

• Position: Marketing News

On a simple level, design is the visual tool that a financial institution uses to grab a customer's attention. It is what makes the bank look "good."

But, on a deeper level, design that is purposeful and effective is an integral component in developing an overall marketing strategy, says Bryan LiBrandi of LiBrandi Communications Group, Springboro, Ohio. "Applied consistently, design builds equity over time by becoming the shorthand for communicating complex messages and the keystone through which customers make emotional connections with the brand."

Creative design is a critical tool in bringing a bank's brand identity to life, says LiBrandi, whose company is a brand marketing firm. The company partners with MarketMatch, a community banking marketer. Banks that take the time to learn how to leverage the strategies of brand design will ensure their breadth of offerings and points of differentiation will be understood, and will connect with customers on a relevant, emotional level--building a relationship that leads to recognition, loyalty, increased sales, market share, profit and, ultimately, customer advocacy for the bank's brand, he adds.

LiBrandi says that design begins by understanding and defining the bank's brand identity with three simple questions: Who am I? What do I do? And why am I right for you?

"For many institutions that do not currently have an ongoing brand design strategy, the task of beginning this process can seem overwhelming," he says. But, by partnering with experts who can work with your organization to bring your brand attributes to life, it can be a simple, rewarding process that not only achieves business objectives, but also motivates staff and inspires new thinking, he continues.

The words and images that are developed to communicate the brand's messaging can also become the cues to establish distinctive service standards. "The brand's identity should be leveraged across every customer touch-point." The brand's logo, advertising, and website are the obvious choices, but by striving to design a holistic brand experience, every detail becomes an opportunity to reinforce brand equity, he says.

The process for the development of a creative brand design strategy is:

1. Analysis.

2. Strategy.

3. Design.

4. Implementation.

5. Managem...