ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Retail and Marketing

Five Steps to Become an All-Weather Bank Brand

April 7, 2020
Reading Time: 4 mins read
Five Steps to Become an All-Weather Bank Brand

By Martha Bartlett Piland

The fortune cookie I opened recently read: “A banker is someone who lends you an umbrella when the sun is shining.” I think it was meant in a tongue-in-cheek way, but I choose to take a different perspective. In this unprecedented time fighting the COVID-19 virus on all fronts, I’m grateful for bankers who are ready and willing to help—rain or shine. 

For a business owner, having strong banking relationships is a lot like great insurance coverage or sound legal counsel on call. Entrepreneurs don’t always need everything banks, lawyers and insurance agents have to offer. But without those “umbrellas” readily at hand, a quick change in the weather could turn disastrous. 

Here are five ways to ensure your customers (and prospects) see you as an all-weather financial friend now and in the future. 

Right now 

1. During this especially difficult time precipitated by the coronavirus, some businesses are finding themselves needing your financial resources more than ever. Do your customers or prospects need gap funding, some extended terms, or forgiveness on interest or late fees?

Uncertainty is everywhere. Some of your customers may be hanging on by their fingernails. Be proactive and reach out. The sooner you can help, the better the possible outcome for everyone. 

2. In these upside-down times, other customers are finding vast opportunity. They’re healthy and ready to grow. Low rates and more businesses, buildings and inventory for sale at attractive prices could mean these customers are ready to invest in an expansion they might not have previously considered. 

If you’re asking good questions and offering counsel, you can help them make these growth dreams a reality. 

Time is short and you’re probably very busy. Since you can’t meet in person, a mix of phone calls, emails and social media outreach can help you maximize these customer interactions.  

3. Signal your support of business customers by purchasing from them. One bank I admire is supporting its restaurant customers by ordering takeout and having lunches delivered to essential businesses for their employees to enjoy. Since many essential businesses like emergency personnel, health care workers and others are under tremendous pressure, this is a feel-good activity that helps everyone. These efforts have been celebrated in the local media and shared on social media. They boost attention and sales for the small businesses and demonstrates the bank’s commitment to customer success.

Look at your business customer portfolio and creatively consider who you can support. Purchase gift cards now that you can use for the future, as holiday gift-giving to suppliers and other customers, and as rewards and incentives for employees 

4. Demonstrate your leadership and inspire others to join you. Another institution is encouraging donations to local nonprofits by matching community donations dollar-for-dollar up to a certain limit. They have a big push on paid and organic social media that’s getting high engagement and sharing from multiple people: the nonprofit, its board members and supporters, and many others in the community. A majority of nonprofits are especially hurting now, so this is win-win-win. It’s feel-good and doing good.

You have a large customer base. It’s easy to help amplify the messages of local businesses and nonprofits in need by sharing their stories through your paid, owned and earned media. 

When things settle down 

5. Make it standard practice to offer a regular business relationship checkup to talk about how things are going and help forecast coming needs. You can do this for both customers and prospects with slightly different versions of a checklist/worksheet.

Sit down together (these days, of course, that means connect via video or phone) and talk. If you ask, you may find that there’s a building or major equipment purchase on the horizon … or some other big news. Discussions like this will help you offer expertise and solutions before your customers start shopping and talking with other funders. They’ll perceive you as an expert resource, not a commodity. 

Rain or shine

The sun will come out tomorrow. Taking proactive steps to observe, listen and advise will ensure your institution will weather this storm with the positive reputation that lasts. And you’ll have long-term, profitable relationships rain or shine. 

Martha Bartlett Piland is president and CEO of Banktastic, a firm that helps financial organizations build better ROI by aligning their internal and external brands, with a special focus on millennial customers. Martha is a regular contributor to ABA Bank Marketing. She’s also an inventor, author and illustrator. Her second book, Beyond Sticky, is available at all major booksellers. 

ADVERTISEMENT
Tags: BrandingCommunity bankingCoronavirusSocial media
ShareTweetPin

Related Posts

Podcast: Old National’s Jim Ryan on the things that really matter

Podcast: Old National’s Jim Ryan on the things that really matter

ABA Banking Journal Podcast
June 12, 2025

Jim Ryan has led Old National Bank to 250% asset growth. On the podcast, the ABA American Bankers Council chair discusses the bank's growing profile and footprint, his views on deposit insurance reform and the experience of leading...

Bank community engagement: Yes, you can help bank veterans

Bank community engagement: Yes, you can help bank veterans

Retail and Marketing
June 9, 2025

AMBA partners with the ABA Foundation to recruit banks to provide our nation’s veterans access to safe, reliable and flexible financial products and services.

FHFA finalizes strategic plan for 2022-2026

Marketing Money Podcast: Why leadership matters more than likes

Retail and Marketing
June 6, 2025

For bank marketers, the value of being strategic is great.

Looking for trouble?

Podcast: What bankers need to know about ‘First Amendment audits’

ABA Banking Journal Podcast
June 5, 2025

"First Amendment auditors" have long tried to provoke public officials into stopping them from recording in public settings. Now, some auditors are targeting banks.

ABA: Proposed quality control rule for AVMs would overburden banks

Bank survey: Uncertainty weighing on prospective homebuyers

Community Banking
June 4, 2025

Roughly 60% of current homeowners and prospective homebuyers are uncertain whether now is a good time to buy a home, up from 48% two years ago, according to a recent survey by Bank of America.

Looking for trouble?

Looking for trouble?

Compliance and Risk
June 4, 2025

So-called ‘First Amendment auditors’ target bank employees with provocative filming. Here are tips on responding.

NEWSBYTES

ABA, associations urge CFPB to rescind changes to adjudication process

June 13, 2025

ABA DataBank: May inflation cooler than expected, but still above Fed’s 2% target

June 13, 2025

Consumer sentiment rebounds in June

June 13, 2025

SPONSORED CONTENT

AI Compliance and Regulation: What Financial Institutions Need to Know

Unlocking Deposit Growth: How Financial Institutions Can Activate Data for Precision Cross-Sell

June 1, 2025
Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025
Six Payments Trends Driving the Future of Transactions

Six Payments Trends Driving the Future of Transactions

March 15, 2025

PODCASTS

Podcast: Old National’s Jim Ryan on the things that really matter

June 12, 2025

Podcast: What bankers need to know about ‘First Amendment audits’

June 5, 2025

Podcast: Accelerating banking for quick-service restaurants

May 8, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.