The Difference Between a Brand and Branding

The Difference Between a Brand and Branding

The terms brand and branding are tossed around quite a bit these days at banks and credit unions. And while many people use them interchangeably, there is actually a stark difference in definition between the two words. A brand is what consumers actually think about...
Branding Is …

Branding Is …

There are thousands of ways to define branding. One formal definition says branding is “the process of determining your competitive advantages, building an institutional culture, a brand strategy and a business strategy to those advantages, and then communicating that...
Selling the Dream, Not the Products

Selling the Dream, Not the Products

This entry written by Taylor W. Wells, Communications Director with On The Mark Strategies There’s an old saying in business development and marketing — “features tell but benefits sell.” In other words, your bank or credit union will do a better job...