Best And Worst Of Financial Services Brand Building Web Sites, 2009: Banks

The banking industry features some of the most recognizable brand names in the US, like Bank of America, SunTrust Bank, U.S. Bank, and Wells Fargo. But how good are the brand experiences offered by major banks' Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Wells Fargo — passed both of our brand tests. To improve the brand experience, banks need to use clear, unambiguous category names, legible fonts, and consistent elements of visual design.