Every bank says they want to stand out. But most don't go beyond tweaking a logo, or updating colors, and continue to rely on the number of years in business to build trust. That's important – but no longer enough to differentiate your bank against the thousands of others with a similar history. It's time to be bold.

In this episode, Rich Jones, President & CEO of BankIn Minnesota, talks about what it actually looks like to be bold with a purpose — starting with culture, not a color palette. Rich talks about the association's approach to rebranding, and the lessons banks can learn from it. We discuss how the association's rebrand wasn't a marketing exercise — it was the result of a deeper conversation about who they are, who they serve, and what they actually stand for. And that's the lesson for every community bank thinking about brand: the boldness has to come from something real, or it doesn't land.

In this episode, we cover:

· Why being bold for the sake of being bold doesn't work, and what "bold with a purpose" actually means

· How BankIn Minnesota's rebrand grew out of culture, not a creative brief

· The difference between authority-first and relatability-first messaging

· Why your people are your real brand differentiator, and how to show it

· What associations and banks can learn from each other about growth mindset

Resources mentioned:

· Rich Jones: rich@minnesota.bank

· BankIn Minnesota: minnesota.bank

· The Bank Marketing Show: www.bankmarketingshow.com

· The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com

· Contact: contact@bankmarketingshow.com