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Whether you call it a slogan, tagline, catchphrase or strapline, its strategic purpose is basically the same: to influence people’s feelings about an organization’s brand and/or shape their perceptions about the organization’s products or services. Many banks and credit unions use their brand slogan to support their organization’s mission statement, express their vision, or reflect their core values.
Linguistically speaking, great slogans for banks and credit unions are short, simple, catchy and memorable. It’s also important to have a unique slogan that is unlike all the other taglines out there. This helps a financial institution stand out from its competitors and creates brand differentiation.
The best slogans, however, convey a benefit and/or make a relevant promise about the type of experience people can expect. However, every financial institution must be able to back up any claims it makes in a tagline and deliver on its brand promises.
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More than one-quarter of all bank slogans include the word “bank,” sometimes used as a verb but most often used as a noun. (Please note: regulators don’t allow credit unions to use the word “bank” as a noun to describe themselves, including in a slogan or tagline.)
The word “better” appears in 6.6% of all bank taglines and credit union slogans, making it the second-most commonly used word. Next is the word “life,” used in 5.4% of all bank and credit union slogans. Other frequently used words include (in order): “money,” “people,” “service,” “together,” “smart(er),” “financial,” “difference” and “dreams.”
There is no right answer here. Some great bank and credit union slogans are short, others are long. The average bank slogan is four words, but one of the most famous bank taglines in history is 12 words long: “There are some things money can’t buy. For everything else, there’s Mastercard.” Here’s how the bank slogans and credit union taglines in this database break down by number of words:
Again, there are no rules about how long a banks and credit unions should continue using the same slogan. Some organizations will roll out a new advertising tagline every year, while others have used the same slogan for over 20 years or longer.
The longer a tagline is used, the more likely it will be remembered and the message will stick. Typically it takes many years and sometimes decades before a significant percentage of consumers are able to recall a slogan and associate it with a financial institution.
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Please check to make sure the slogan or tagline you’re submitting isn’t already listed. A bank or credit union may be listed more than once if The Financial Brand is able to verify any older slogans that may have been used previously. Please note: Submitted taglines are not automatically added to this database. Each submission is subject to approval before inclusion.
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