I’m curious why so many banks and credit unions that have a tagline fail to use it consistently.

I rarely see a tagline as part of the corporate name and logo at the bottom of a newspaper ad.  In fact, I can’t remember the last time I came across one.

Another place the tagline goes missing is on the website.  One of the first things I look for when landing on a homepage is the tagline.  Again, I rarely encounter a tagline on any page of a bank or credit union website.

Why is this?

Another important place where the tagline goes missing is marketing pieces – particularly direct mail and brochures.

At a minimum you’d think the marketing department would insist that the tagline always accompany the bank or credit union’s name and logo – no matter where it appears.

Apparently, the marketing folks at many banks and credit unions simply don’t believe strongly enough in their tagline to wear it like a badge of honor.  Or maybe they don’t believe in the power of a great tagline.  Perhaps they’re not proud of it.  Or they believe it’s weak or worse, worthless.

If I owned a bank that originated in 1878, for example, my tagline would probably reads something like this:

Sacramento First Bank

“Helping Customers Since 1878″

And you can be sure that this tagline would accompany the bank’s name and logo everywhere.

It tells customers and prospects that Sacramento First Bank has been in business for over 130 years which means it must be an excellent place to do business.  Otherwise, it couldn’t have survived all these years.

If I was a new arrival to the Sacramento area and looking for a new bank, seeing this tagline would definitely get my attention and put this bank on my consideration list.  Without even visiting a branch I would believe this bank to be trustworthy, have good products, and provide old-fashion service that seems missing today.

A great tagline should say a lot about its owner.  Here are five actual bank and credit union taglines that I find exceptional:

“Your Hometown Bank Since 1873″

“People you know.  Experience you trust.”

“Five Star Service Guaranteed”

“Local Ownership.  Local Decisions.”

“America’s Most Convenient Bank”

My favorite bank tagline belongs to TD Bank, formerly Commerce Bank in New Jersey.  And best of all, it appears on every marketing piece.

TD Bank

“America’s Most Convenient Bank”

Go to the bank’s website here and you’ll find the tagline in the top, left corner of every page, just beneath the name of the bank.

And you’ll find it near the bottom of a full-page ad appearing on page 60 in the October 25, 2010, issue of Newsweek magazine.

The marketing folks at TD Bank ensure that the tagline always accompanies the bank’s name and logo.  They are proud of their tagline as it differentiates their bank from competitors.

Unlike many taglines which are more puffery than fact, the TD Bank tagline is based on reality.  The bank’s brick and mortar branches are open seven days a week for longer hours, customer service with live employees is available 24-hours a day, seven days a week, and debit cards are issued in the branch when a new account is opened.  It simply provides more convenience that its competitors.

TD Bank “sets a high bar” when it comes to creating a great tagline and using it consistently at every opportunity.

Remember, the marketing battle is fought in the minds of consumers.  And when consumers on the East Coast hear or see the name TD Bank, what immediately comes to mind is “America’s most convenient bank.”  This is the power of an excellent tagline that appears everywhere.

If your bank or credit union doesn’t have a tagline, you should consider creating one.  And if you have one but don’t use it consistently, you should consider following the lead of TD Bank.

You can view ACTON Marketing’s master list of bank and credit union taglines here.