The Wells Fargo brand is consistently ranked as one of the most valuable banking brands in the world.
Our brand is what people say about Wells Fargo to their friends and family. It’s how they feel about doing business with us and how they describe those feelings.
We have a brand platform that defines our brand and who we are for customers and team members. At the center of that platform is our brand purpose. It says what we believe, how we differ from our competitors, and how we care for our customers. Our brand purpose is: “To help our customers succeed financially. We believe better is possible for everyone. This is why team members work together every day to help our customers reach their goals.”
Our brand purpose is supported by these principles, or brand pillars, to deliver on our purpose and promise to work together to differentiate Wells Fargo from our competitors:
- Relationships that last a lifetime. We know our customers and care about them as individuals. In every interaction with us, they should feel understood, recognized, and supported through their financial journey.
- Expertise and guidance to help our customers make confident decisions. We provide guidance and options so that customers can make informed choices.
- Going the extra mile to do what’s right. We must put the interests of customers and communities first in all we do. We must come through for them so they know we are there in good times and bad. We must work to make their lives easier.
Our customers depend on us to help them succeed on their financial journey. Our team members are the Wells Fargo brand and the foundation of our brand’s success.
Our stagecoach symbolizes our strength and stability, and it’s recognized worldwide. It says to our customers, “We’ve been here for more than 160 years, and we’ll be here for you in the future, too.” It reinforces the essence of our brand, “Together we’ll go far.” We’re one of only about a dozen U.S. public companies of that vintage that’s still in its founding business under its founding name.