Entering 2025, the Vietnamese banking industry is transforming strongly in the face of the digital wave and the need to improve user experience. Brand Identity has become one of the leading strategic factors. Repositioning the brand through refreshing the identity system is no longer an option but a mandatory requirement for adaptation and sustainable development.
This is not just a “new look” activity but also reflects a profound transformation in development orientation, core values and the way banks build relationships with customers in the digital age. Let’s join SEFA Media to explore more deeply the prominent trends and strategies that are reshaping Brand Identity strategy in the banking industry in 2025.
Building Brand Identity in the Banking Industry
Building a Brand Identity is not just about aesthetics, it is also a strategic tool to affirm trust, innovation and personalization – the core elements that help a bank differentiate itself in the market. From this foundation, businesses can develop a consistent and strategic identity.
Strong brand positioning
The first step in building an identity is to define the brand positioning. This element is what clearly shows the distinctive features and core values that the bank brings. An effective positioning must accurately reflect the market gap and the real expectations of the target customers. This is the basis for evaluating the current identity elements and outlining the direction for long-term improvement.
Consistent across all channels
With the nature of multi-touchpoint operations (branches, digital platforms, call centers, etc.), banks need to maintain absolute consistency in their brand image. This consistency helps reinforce brand recognition in the minds of customers, while creating a seamless experience regardless of the channel of interaction. From the design system to the words of employees, every element needs to consistently reflect a single brand personality.
Customer centric
Brand identity cannot exist in isolation from the actual user experience. Regularly listening to feedback, evaluating behavior, and adjusting identity elements accordingly are prerequisites for brands to maintain emotional connection with customers. A “customer-centric” mindset in the brand development process will create a sustainable relationship based on trust and understanding.
Pioneering Banks repositioning Brand Identity in 2025
In 2025, the Vietnamese banking market witnessed many strong brand restructuring activities. In particular, the two new names are MBV and Vikki Digital Bank. Not simply a rebranding, this is a typical example of applying brand identity as a strategic communication tool.
MBV: Refreshing image, activating trust
MBV (the new name replacing OceanBank) is a clear example of the trend of “re-branding to re-activate the brand”. The name change, removing elements associated with the old brand, combined with a completely new, modern logo design, creates a visual and perceived separation of the brand.
- The MBV logo uses a simple font, neutral and easily recognizable colors, in line with the digital transformation orientation.
- The bank’s transaction space and digital ecosystem are also synchronized in a new style, helping customers clearly feel the transformation.
Through this change, MBV not only rebuilds its image but also proactively repositions itself in the minds of customers – from a traditional banking brand to a more modern, safe and trustworthy financial institution.
Vikki Digital Bank: Redefining the target market
Vikki Digital Bank – a repositioned version of Dong A Bank – shows a strong strategy in terms of identity, targeting digital generation customers. The name “Vikki” has a technological and friendly feel, combined with the suffix “Digital Bank” to emphasize the role of a completely digital bank.
- The logo design uses vibrant colors, soft typography, and simple geometric symbols that are easily recognizable and stand out in the digital environment.
- The brand message revolves around personalization, convenience and transparency – key values for today’s digital consumers.
Reshaping both the image and the message helped Vikki not only differentiate itself from the old brand, but also build a clear new positioning in the industry: a digital-native bank, aiming for flexibility and digital customer experience.
The role of Brand Identity in integrated communication strategy in Banking Industry
In an increasingly fragmented media landscape, having a strong and integrated Brand Identity system is key to ensuring effective communications and optimizing customer experience. In the finance and banking industry, where trust is a core element, the role of Brand Identity is more important than ever.
The foundation for consistent, synchronized communication
Effective communication starts with consistency. Brand Identity – including logo, colors, typography, imagery, brand voice – acts as a code that helps messages be communicated clearly, seamlessly, and consistently across all touchpoints.
In the banking industry, where the customer journey spans multiple platforms (from mobile apps, websites to over-the-counter transactions), ensuring that each touchpoint reflects the same brand identity is key to building trust. According to research from McKinsey, consistency in the customer journey can influence 30% of overall satisfaction, far beyond the effectiveness of individual interactions.
Create first impressions and shape brand perception
In the financial world, most products/services are intangible, the first impression often comes from the visual element. An intuitive, modern and professional identity system is the key to arousing trust at first sight.
Statistics show that 55% of first impressions come from visuals. That is, the color, style, interface and design quality have a direct impact on customers’ perception of the organization’s credibility and class. Therefore, investing seriously in Brand Identity not only helps businesses stand out in the market, but also contributes to shaping long-term perceptions of service quality and brand position.
Connect emotionally and drive loyalty
In modern branding, emotional connection is key to customer retention. A well-designed identity system that is consistent with your brand positioning will help tell a coherent story that taps into the beliefs, emotions, and personal values of your target audience.
Especially in the banking sector, where reason and emotion go hand in hand, building a brand image that is inspiring, kind, transparent and trustworthy will create a bond that goes beyond functionality, making it difficult for customers to change their choice even when there are competitive offers from competitors.
Increase communication effectiveness and financial value
Not only does it help increase communication efficiency, a strong identity system also plays an important role in enhancing brand value in financial terms. Banks with strong brands can attract customers who are willing to pay more, because the brand has built trust in service quality.
According to Forbes, the top financial brands in the world are often worth billions of dollars. Much of this comes from the strength of their brand and the ability to maintain a consistent image over time. Thus, Brand Identity should not be considered a separate design part of Marketing, but a strategic component that needs to be tightly integrated into the entire business and operational model of the organization.
SEFA Media – Pioneer in Brand Identity strategy consulting in the Banking Industry
In the context of the banking industry undergoing rapid and profound changes, choosing a strategic brand consulting partner requires a deep understanding of the financial industry, the ability to plan positioning and implement effective communications.
SEFA Media is proud to be a leading strategic partner accompanying businesses on their journey to elevate their brands. With the ability to implement integrated communication projects for many large banks, we accompany businesses to build an iconic banking brand identity system, ensuring that each brand touchpoint reflects the true spirit of strategy and long-term positioning. SEFA Media is committed to providing comprehensive, highly applicable solutions and creating a distinct mark in the Vietnamese banking market!
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