When you see a bank slapping fees and service charges on anything that moves, you’re seeing a bank that lacks a brand. With nothing to distinguish them from competitors – and weighed down by huge compliance expenses in the wake of the financial meltdown – these institutions have no recourse but to boost fee income by charging for anything and everything. But a branded bank – one that attracts people through the power of its own appeal in the marketplace – has customers who place a value on the services they receive and are willing to pay accordingly. No need to nickel and dime every customer. Take a look at your own business model. Are you searching every nook and cranny for new revenue, or are you developing new things to sell? One is exhausting. The other is exhilarating.