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Banks · Branding

The passbook is in the old typeface and the app is new, so it looks like two banks.

A bank's identity is set by head office, through the brand or marketing head with compliance. GullySales does not redesign it. We take your standard as given and list, branch by branch, where the signage, forms, passbook and app depart from it, so head office can decide what to fix first.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of banks at work in India

What branding means

Branding is what a customer remembers about your business beyond the product, including your name, colours, tone of voice and what you are known for locally. GullySales sets or corrects this once and applies it consistently across your website, signage and adverts so the business looks like one company everywhere.

Also for banks

Sales and marketing for banks, the overview.

Last updated 8 Nov 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For banks

Where it usually goes wrong, and what we would do.

  • “A passbook and an app should feel like the same bank”

    A customer hands over a passbook printed in an old typeface after using a clean, modern app. They notice. The bank starts to look like two different banks.

  • “Branch signage in a new locality needs the same standard as an old one”

    A newly opened branch with inconsistent signage or a different colour scheme confuses a customer who already recognises the brand from elsewhere in the city.

  • “Regional-language branding needs the same care as English branding”

    A scheme name translated inconsistently across regional-language materials weakens recognition for exactly the customers those materials are meant to reach.

What we do

What we deliver for banks.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. Consistency audit across branch, app and print

    A branch-by-branch review of signage, forms, the app and the passbook, listing every mismatch in name, colour and terminology.

    Result: One written list of mismatches for head office to review.

  2. Identity standard for new branch signage

    A written specification for colours, logo placement and lettering so a newly opened branch matches every existing one exactly.

    Result: A new branch is built to the same written specification as every existing one.

  3. Regional-language name and scheme glossary

    One approved translation for the bank's name, tagline and each scheme name, used consistently across every regional-language material.

    Result: A scheme keeps the same name in every language a customer reads it in.

  4. Fix list in priority order

    A written list of every inconsistency found, ranked by how visible it is to a customer, so budget goes to the worst mismatches first.

    Result: Head office sees which mismatches a customer meets first, and fixes those before the rest.

How the result is measured

  • Recognition in customer feedback
  • Consistency across channels
  • Repeat enquiries by name

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full brand strategy page

Where the identity shows

The places a customer meets the bank, and what to check at each one.

Branch fascia and inside signage
Check the name, logo, colours and the regional-language version against the standard. A new branch and an old one should look like the same bank from the road.
Passbook, cheque book and forms
Lay the current print set side by side. Look for old logos, mismatched colours and product names that changed but were never reprinted, and list each one.
Mobile app and net banking
Compare the app's product names, icons and tone with the branch. A scheme called one thing at the counter and another in the app makes customers ask which is right.
Regional-language names of schemes
Keep one agreed translation for each scheme in a short glossary, used on signage, forms, posters and the app, so staff and customers use the same words.
Staff messages on WhatsApp and SMS
Read a sample of the templates staff send. The sender name, sign-off and product names should match the branch and app, and stay within what compliance has cleared.
Who approves a change
Write down who signs off a new poster, form or sign at branch, regional and head office level, so nothing local goes up that breaks the standard. If a cooperative bank renames a scheme, one owner must cover the poster and the passbook.

Who it is for

This is written for these banks.

  • Private sector bank branches
  • Public sector bank branches
  • Regional rural banks
  • Cooperative banks
  • Small finance banks
  • Business correspondent networks
  • NRI-focused branches
  • MSME-focused branches

Not for

It is not the right fit if.

  • You are a branch manager who wants to change the logo or colours. Those are set by head office, and a branch can only send up a list of where the standard is not followed.
  • You want a new identity designed from nothing. We check that your existing standard is followed; we do not redesign it.
  • Nobody at head office, in brand, marketing or compliance, is available to approve a fix list. Without an approver the list will not be acted on.

Before you decide

Agree the work. Know how to judge it.

Branding identity for banks: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

Collect the sales presentation, website, quotations, and other material buyers actually see. Mark where the description of the business changes or where a claim has no supporting evidence.

Make the scope clear

Agree whether the work concerns the offer, the words, the visual identity, or all of them. List the formats that need updating and who owns the final approval.

Check the work in use

Test the proposed direction on a real sales page or proposal. A buyer should be able to tell who the offer is for, what is different, and what evidence supports it.

Know when to change course

A new identity will not fix an unresolved service problem. Put the delivery issue right before making a stronger public promise about it.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the branding work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Collect the standard

    We ask head office for the identity standard as it stands: logo and colour rules, the approved bank name, and the wording of each scheme name in every language it is printed in. We do not change any of it.

  2. 2

    Visit the branches and read the channels

    We check the fascia and inside signage, the passbook, cheque book and forms, the app and net banking screens, and a sample of the WhatsApp and SMS templates staff send.

  3. 3

    List every mismatch

    Each departure from the standard is written down with its branch and channel: an old logo on a form, a scheme named two ways, a poster a branch printed for itself.

  4. 4

    Rank them by what a customer meets first

    Forms with a wrong product name and the passbook come ahead of small signage differences, because those cause questions at the counter.

  5. 5

    Hand head office the fix list

    The ranked list and a proposed glossary of scheme names go to the brand or marketing head and compliance. Head office decides what is fixed, in what order and at what pace.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can a branch manager or a regional office change the identity?
No. The name, colours and scheme names are decided by head office, normally the brand or marketing head with compliance. If you are at a branch, the useful thing to send upwards is a list of where the standard is not being followed. We can prepare that list, and head office decides what changes.
Who signs off the glossary of scheme names in regional languages?
Head office does, normally with compliance and the language or translation desk. We propose one wording for each scheme from what is already in use across your branches, and nothing is treated as final until the people who own the name approve it.
Does this require a full rebrand?
Not as a rule. Most banks need the existing standard followed everywhere, not a new one. For example, a cooperative bank with twelve branches may find the logo is right on the fascia, but the passbook still carries the old name and two branches print their own posters. That is a fix list for head office, not a rebrand. A small finance bank with a newer brand has the opposite problem: older branches that were never brought up to it.
Can a branch make its own posters?
Only from the approved templates, and only for what the branch is allowed to promote locally. Product claims and rates come from head office or compliance. Give branches a template with the identity fixed and room for local details such as timings and the branch address.
How long would a passbook or signage reprint take to roll out?
That is for head office to decide, because it owns the print budget, the vendor and the order of branches. Our fix list ranks the mismatches by how visible they are to a customer, and head office sets the pace from there. We do not put a timing on a reprint.
Should old passbooks be replaced when the identity changes?
Not all at once. Replace stock as it runs out and print new books in the new standard, so customers see the change gradually. Fix forms that carry wrong product names first, because those cause the most questions at the counter.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

From the blog

Further reading for banks.

All articles

More for banks

Related work to consider.

Closest to this: brand and design

Also for banks

Or start from the overview: sales and marketing for banks.

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