The strategy: In the process of evaluating their websites’ marketing ROI, financial institutions (FIs) may realize their brand doesn’t quite encapsulate the culture, personality, and unique solutions that help them stand out from the competition.

Here’s how FIs can revisit their branding strategies, according to credit union marketing firm On the Mark Strategies:

• Start by focusing on solving customers’ problems. FIs need to understand their customers’ top pain points well. They can then promote their genuine innovations and impact on customers’ lives.