How banks can build brand equity during a downturn

Kim Scofield

Banks need to build more holistic and human-centric approaches to brand understanding in order to be more reactive to the macro factors influencing customer trust.

There’s a lot for people to be cynical about when it comes to the banking industry. Whether it’s the actions of high street banks themselves, or the broader forces shaping our own experiences and financial situations, banks are often incriminated as at worst, greedy villains (the stereotypical ‘banker’ personification), and at best, detached from the needs and aspirations of their customers.

The pursuit of trust has been prominent for decades in the financial services industry as a whole, but rarely is it truly exploited. In a context where people are staking their very stability and prosperity on a brand by...

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