Brands can determine a bank’s personality and culture but many players focusing on logos or taglines fail to realise this.

Two years after the UBS-Credit Suisse transaction, Swiss wealth management is in flux. The dust is still settling on one of the industry’s most dramatic shake-ups, and the game is far from over. Every private bank is scrambling to redefine its place in this new landscape. Their fundamental question remains now more than ever: what makes us special?

The answer lies in brand identity. Not the logo or tagline, but the essence of a bank’s personality — what it stands for, how it operates, and why it matters to clients and talents. In an industry built on trust, brand identity is not just marketing; it is a business driver. This is why we developed the Swiss Private Banking Identity Brand Index (SPBIx) — a tool measuring the power and effectiveness of a Swiss bank’s identity. The results are telling.

Too many banks see brand identity as aesthetics: a logo, a sleek website, beautiful pictures. That thinking is outdated. While the logo is part of brand identity, the core is the expression of purpose, values and positioning. When these elements are deeply embedded in a bank’s identity, it shapes how they serve customers, collaborate, and make decisions — transforming the organisation’s culture into a living expression of its values. Banks that understand this rank high in SPBIx. And they’re growing faster than the competition.

Our research indeed found that the top 10 banks in SPBIx scored significantly above average in business growth. A well-defined, well-executed brand identity creates clarity, internally and externally. Clients feel it, employees live it, and the market responds to it.

Reputation equation

If brand identity drives growth, reputation is the fuel. A strong brand shields against crises.

Recent scandals highlight how fragile trust can be. When one bank falters, the industry feels the tremors. Worse, in today’s digital age, a single negative headline — or even a false accusation — can spread instantly. The banks that weather these storms best have deeply rooted identities that can act as anchors of resilience and stability. They don’t just react to crises; they stand firm in their values. They don’t scramble for PR fixes; they have inherent credibility.

Another key finding is that brand strength isn’t about size. The top-ranking banks in SPBIx include both large institutions and boutique firms. What separates leaders from laggards isn’t budget or scale. It is clarity of purpose.

Smaller banks, in particular, have an edge. They can craft and execute a brand identity with agility. They don’t have to be everything to everyone. Instead, they can be exactly what their clients need.

The lesson for all players, big and small: define what makes you special and amplify it. Clients want banks that reflect their values, aspirations, and vision for the future.

SPBIx data reveals a stark reality: while 14 per cent of banks lead the way, nearly 60 per cent lag behind. Why? Because too many treat brand identity as an afterthought. So what do they need to improve?

Firstly, the leadership needs to buy into the idea that brand identity is strategic, not cosmetic. It must be driven from the top. Yet only 11 per cent of Swiss private banks have senior executives actively shaping their brand identity. If leadership isn’t the ambassador, then who is?

Secondly, the human touch is vital. Less than a quarter of banks articulate a purpose that resonates emotionally. Yet wealth management is deeply personal. It’s about the future, the next generations, and giving meaning to wealth. Neuroscience shows decisions are driven by emotions, then justified by logic. Yet, too many banks rely on cold, transactional messaging: “We grew X% this year” or “We have X years of experience”. That doesn’t build relationships. Storytelling does.

Lastly, execution matters. An identity must be activated, reinforced and lived daily. Technology allows even smaller firms to systematise and scale their brand presence. The banks that harness this will outperform competitors.

Learning from other industries

Switzerland has mastered brand identity in other sectors: luxury watches, pharmaceuticals, even a coffee brand in a country that grows no coffee. These industries leverage heritage and forward thinking, evolving with consumer expectations.

So why is banking lagging? Swiss private banking has an incredible foundation: centuries of expertise, discretion and excellence. But heritage alone is not enough. Banks must proactively define their identity, sharpen differentiation, and ensure their brand reflects not just where they’ve been, but where they’re going.

At its core, brand identity is more than marketing. It’s about differentiation, reputation, client trust, and business growth. It’s why some banks thrive while others struggle for relevance. It commands premium pricing, attracts top talent, and turns first-time clients into lifelong advocates.

Swiss private banks have a choice: treat brand identity as an expense or recognise it as a strategic asset. The ones that choose the latter will be the industry’s future leaders.