Your bank website should reflect who you are, what you stand for, and what you can offer customers. Before you embark on a massive website redesign, you might want to take a closer look at your brand.

You might need to adapt your brand identity to meet changes caused by industry growth, social progress, and cultural revolutions that have occurred since you first set up your website. A website redesign is a good time to review if it still aligns with your mission, vision, and values.


Mission Accomplished

Think of your mission statement as your elevator pitch. It should be a brief, action-oriented statement describing your goals and objectives as a financial institution. Your mission explains your purpose and what you have to offer your customers.

The heart of your mission statement should be your unique selling proposition or unique selling point (USP). All banks and credit unions provide similar products and services with a shared goal of building customer relationships. Your USP sets you apart from the competition and makes your mission different from everyone else’s. The foundation of your bank website should be a solid mission statement based on your USP.


A Vision for the Future

While your mission statement declares where you are in the present, your vision statement states where you want to go and how you plan to get there. Your vision can be as short as a single sentence or as long as an entire paragraph or more.

A vision statement is aspirational as well as inspirational. By challenging the status quo, your bank or credit union can create a unique identity. At the same time, you’ll want to set achievable goals with a deadline to keep your employees motivated.

Your vision statement lays the groundwork for your annual strategy. Although you might tweak your vision occasionally, you don’t want to stray too far away from it.


Values: Your Brand’s Worth

Shared interests and common beliefs build the strongest relationships. If you can’t define the principles and philosophies that shape the culture of your bank or credit union, you won’t be able to attract the right customers or the best employees.

Your values dictate the expectations you have of the employees who personify your bank or credit union. Values determine how you conduct business and what your customers can expect every time they do business with you. Your brand identity must embody your values.


Final Words

The design and content of your bank website should communicate your mission, vision, and values. If you’re ready to update your website to represent your brand, BankSITE® Services can help. Set up a consultation with us to discuss how to create a responsive, ADA-compliant website.

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