In a financial services world dominated by household names, mid-size, regional, and multi-regional banks and credit unions are facing an existential crossroads. Should they try to take on the behemoths directly? Out-tech them? Out-price them? What’s a financial institution to do!
Mid-sized financial brands can’t outspend the giants to grow share. Instead, they need to out-connect them—and we’ve seen how that can directly translate to brand lift, customer loyalty, and deposits.
As an agency rooted in helping ambitious brands breakthrough, we understand that success isn’t about who shouts the loudest, it’s often about who connects the deepest. Here’s how mid-size banks and credit unions can leverage their unique strengths to carve out a competitive advantage, stay fiercely local, and yet still grow against the national Goliaths.
1. Play Offense with a Distinct, Human Brand Story
Big banks market size and convenience. Local banks need to market meaning and emotional relevance.
Using Copacino’s core belief that breakthrough work connects to be remembered, not just heard, financial institutions can find power in being authentically human by telling stories that reflect the hopes, dreams, and fears of the communities they serve.
Move beyond rates and services at the brand level (there’s a place in the funnel for this!). And do all in your power to avoid category tropes and cliches. These cliches blend your brand into the creative “white noise” that pervades the industry. Instead, position your brand around the deeper truths and insights that connect on an emotional human level. That’s your real competitive edge.
For Gesa Credit Union, research revealed that many consumers lack confidence in managing their finances—confused by taboos, outdated beliefs, and questionable advice. They’re seeking trusted guidance and genuine support. This insight led to the brand idea “A Healthier Approach to Money,” which powered a successful launch and a high-performing, sustained marketing campaign that has seen Gesa grow at a 2x rate versus their direct competition.
2. Find the Well-Observed Truth Hiding in Plain Sight
National banks work at scale; mid-sized banks work at eye level. And we see you.
At CF, our methodology revolves around uncovering sharp, human truths. For a regional bank, this might mean understanding the quiet pride of a community rebuilding after hard times or helping ease the anxiety a local entrepreneur feels when taking a risk.
Campaigns should emerge from these insights, not from spreadsheets. This approach makes marketing feel less like advertising and more like a likable neighbor showing up when they may need it most.
3. Engineer Brand Presence, Not Just Media Presence
You can’t outspend Chase or Bank of America. But you can certainly outsmart them.
CF’s media philosophy—“we engineer brand presence, not just media buys”—is critical for mid-sized financial institutions. Your media plan should own key local market moments: the big games, the local fairs, the neighborhood meetups. Traditional media? Absolutely. Digital innovation? 100% Yes! But always tied to real moments in real people's lives, not just impressions on a dashboard. We have done this successfully with Gesa Credit Union, taking on larger financial institutions and driving member growth.
Be impossible to ignore where it matters most.
4. Play Big by Thinking Small
National players view regional markets as a line on a spreadsheet. More locally-focused banks and credit unions can own them as personal territory.
By giving a damn about their communities, mid-size institutions can build emotional moats national brands can’t easily cross. Create community ambassador programs, empower branch managers to be local influencers, and make the bank a participant—not a sponsor—of the markets, cities, and towns you serve.
When a customer feels like your brand knows them, you’ve built something no amount of national ad spend can replicate: Genuine likability and respect.
5. Move with the Courage to Challenge the Category
Too often, mid-sized banks try to mimic big banks' marketing—with muted branding, safe campaigns, and risk-averse messaging. But playing it safe is the biggest risk of all.
At Copacino Fujikado, we champion creative bravery. We believe in running toward the hard problems, not away from them. Financial brands that dare to show humor, vulnerability, empathy, deep human understanding—or even bold cultural commentary—can create a magnetic pull.
The greatest danger is not being brave; it's being forgettable.
Final Thoughts: The Size of the Fight in the Brand
As an independent agency built on big ideas, not big names, Copacino Fujikado understands the underdog mentality. And thrives on it. We know mid-sized banks and credit unions aren’t just fighting for market share. They're fighting for their communities, their customers’ dreams, and the more human side of banking. At the end of the day breakthrough work isn’t reserved for the biggest brands. It’s waiting for the boldest ones.
