The financial markets are in disarray. Big institutions are folding, consumers are scared and Congress is promising devastation without action on their part. Sure there’s reason to be concerned. But with Warren Buffet, Bank of America and others starting to invest the prospects for stability are beginning to turn brighter.

What is certain to remain long after this crisis has calmed is that consumers will be more confused and far less trusting of financial institutions. In this new environment, building trust will be the key to growth as easy money disappears and the financial services industry returns to basics of acquiring and growing profitable customer relationships. Take a look at Bancography’s 2008 Brand Value Index (released in early July) and you won’t find the names of recently failed institutions (Wachovia, Washington Mutual, IndyBank). The index looks at long term value attributable to reputation, service quality, image and awareness – identifying institutions that produce financial results beyond what their capital base, market conditions and competitive environments would predict.

So times are tough. Focus on service. Check the reputation you have with your customers. If they don’t trust you, find out why and fix it. Treat your customers like family. Talk to them. Let them know they’re fine. You’re fine. And you’ll be together for a long, long time. Then back it up with smart decisions that makes sure it stays that way. Reputation. It’s a killer app.