Your digital bank is investing in brand. I think that is the right investment in a market where trust is the commercial product. I also want to say something about the sequencing of it that the people selling you brand investment are not positioned to say.
Brand investment that sits upstream of a broken acquisition and onboarding journey is producing awareness of a product experience that does not match the expectation the brand is setting. The customer who comes in on the strength of your brand positioning and then encounters a fourteen-step onboarding process with two compliance overlays and a biometric check that fails on the first attempt does not blame the onboarding. They blame the brand.
That is not a brand problem. It is a commercial system alignment problem. The brand is promising something the product journey cannot yet deliver. And until the journey is fixed, the brand investment is funding a promise that erodes trust at the point it matters most rather than building it.
Related reading