Many community banks are facing name identity crisis today! A lot of community banks were started within a small community or county. Hence they are named after the city or county. When these banks want to expand their footprint they often feel hindered by their names. We explore all avenues of branding and rebranding when a bank wants to change its name and image. Our main concern is that the bank doesn’t look as if it has been sold. We will not change a name or image just for the sake of changing. And we will not readily advise using initials. We will explore all possibilities of keeping the name, changing it slightly or refreshing it and transitioning into a name that protects the brand equity you all ready have, agrees with your current customers and complements your growth strategy.