You never get a second chance to make a first impression—especially in banking.

Whether someone opens their first checking account, refinances a mortgage, or switches from a competitor, those initial onboarding moments shape how they feel about your financial institution.

So, what message is your onboarding experience sending?

If your welcome emails, printed materials, mobile app, and signage feel disconnected, you might be missing the mark. A poorly branded first impression can lead to lower engagement, reduced trust, and even early attrition.

Let’s explore why onboarding is a powerful branding opportunity—and how banks and credit unions can get it right.

Your Brand Isn’t Just a Logo—It’s the Experience

Too often, financial institutions limit branding to color palettes and logo usage. But in reality, your brand is how you make people feel—and the onboarding process is where you set that tone.
Stat card that says 25% of customers say poor onboarding is the top reason they abandon new banking relationships

From the moment a customer receives their first email or walks into a branch, they’re deciding:

  • Can I trust this institution?
  • Does this bank understand my needs?
  • Do they feel modern, professional, and organized?

Every touchpoint matters—and each one should feel like it came from the same voice.

Where Your Brand Shows Up During Onboarding

Your onboarding experience includes more than you think. Here are the most critical places your brand either shines—or falls apart:

1. Welcome Emails (NFR Campaigns)

New Financial Relationship (NFR) emails are one of the first branded touchpoints a customer sees.

Best practices:

  • Use your approved fonts, logo, and brand tone
  • Include helpful next steps (e.g., set up online banking, download mobile app)
  • Personalize by product or customer segment

2. Printed Inserts & Welcome Packets

Even in a digital-first world, print still matters—especially for in-branch or older customers.

Check for:

  • Consistency with your digital brand visuals
  • Updated language that matches your current tone of voice
  • Clear calls-to-action that guide the customer forward

3. Digital Onboarding Screens

If your digital platforms feel disconnected from your website, you’re creating friction.

Things to review:

  • Does your online banking login screen look like your website?
  • Are mobile onboarding flows clean, branded, and intuitive?
  • Is your tone consistent from homepage to dashboard?

4. In-Branch Signage and Conversations

If you still serve customers in-branch, your signage and staff are part of your onboarding brand.

Ask yourself:

  • Do your banners and posters match your latest marketing materials?
  • Are staff scripts in line with your brand’s values and tone?
  • Is messaging the same across locations?

Need Help Auditing Your Brand Experience?

At forbinfi, we help banks and credit unions create branded onboarding journeys that build trust from day one.
Request a Free Brand Audit
 

Info card that says 5 Essentials of a Branded Onboarding Journey with a list

What Happens When Your Onboarding Experience Isn’t Branded or Consistent?

When new customers experience inconsistency—from mismatched emails and outdated print materials to clunky online experiences—it sends the wrong message.

Here’s what’s at stake:

  • Decreased retention: 63% of customers say onboarding is a key factor in their decision to stay with a financial institution.
  • Lower engagement: 90% of companies lose potential customers during the digital onboarding process.
  • Brand credibility loss: When brand visuals, tone, or messaging are inconsistent, it can make your institution feel outdated or disorganized.

5 Ways to Build a Branded Onboarding Experience That Delivers

1. Conduct a Branding Audit of Your Onboarding Materials

Gather all welcome emails, printed inserts, mobile flows, and in-branch materials.

Look for mismatches in:

  • Voice and tone
  • Visual consistency (fonts, logo size, layout)
  • CTA language

2. Create or Refresh Your Brand Guidelines

Your brand guide should include:

  • Email and web templates
  • Tone of voice and sample messaging
  • Logo use cases
  • Color and typeface rules for print and digital
  • Staff language recommendations

If you don’t have a guide, forbinfi can build one for you.
Learn About Branding Services

3. Develop a Strategic NFR Email Campaign

Don’t just send one welcome message—build a short, automated email sequence that educates and welcomes.

Include:

  • Step-by-step instructions (e.g., “Set up direct deposit”)
  • Product tips (“How to maximize your new checking account”)
  • Financial education resources
  • Consistent branding throughout

4. Align Print and Digital for a Cohesive feel

Your customer doesn’t see “channels.” They just see your brand.

So make sure your:

  • Paper brochures match your website design
  • Online onboarding matches what’s promised in-branch
  • Tone remains consistent across every medium

Not sure how to balance your print vs. digital marketing efforts? Read more about this below.
Print vs. Digital: How to Balance Your Bank's Marketing Mix

5. Work With One Creative Partner

Using multiple vendors often leads to disjointed branding.

Partnering with one full-service team like forbinfi ensures that:

  • Your emails, print materials, website, and mobile flows feel unified
  • Nothing gets lost in translation
  • You save time and reduce production delays

Let’s Build a Stronger Onboarding Experience Together

From branding and email strategy to website content and print materials—forbinfi makes sure your first impression reflects your values.
Talk to Us About Your Onboarding Goals

How forbinfi Supports Branded Onboarding for Banks

We work with financial institutions of all sizes to:

  • Build or refine their brand identity
  • Design complete NFR welcome campaigns
  • Develop branded content and creative for every channel
  • Align web and mobile UX with onboarding goals
  • Create brand guidelines to keep teams and vendors on the same page

We bring branding, strategy, content, and creative together—so your customer journey feels intentional, modern, and consistent.
Learn More About Brand Development

Key Takeaways: Make Every New Customer Interaction Count

  • Branding starts with the first welcome—and continues through every touchpoint
  • Your onboarding journey is where trust is built and loyalty begins
  • Inconsistencies break the experience; consistency builds confidence
  • forbinfi can help you create a branded journey that works, from day one

A better brand experience = a better customer relationship.