It has become a critical time for businesses in all industries to focus on branding, and the financial industry is no different. Due to the rapid evolution of technology, banks in particular are being forced to decide between maintaining their classic and traditional connotations, or adapting and adopting a more modern feel. However, true branding does not stop there – banking is not a team sport, so simply making the decision between a ‘modern’ or ‘traditional’ brand is not enough to beat the competition. In order to stand out, banks must develop branding strategies that create unique emotional connections with each of their target audiences.