Corporate identity is a "personality" of a company which is designed to be in line with the company's achievements and tailored to its goals. The theoretical part defines the concept of corporate identity, its elements and the factors affecting it, the relationship between corporate identity and the client. The empirical part deals with the analysis of the corporate identity of banks in Montenegro. The subject of the conducted explorative quantitative study is to determine how users of banking services evaluate the basic elements of corporate identity of banks. The aim of the research is to determine whether the elements of corporate identity are in line with the expectations of users of banking services, and whether the basic elements of corporate identity influence the choice of the bank and the loyalty of clients. The corporate identity of banks is important, but is not a crucial factor in choosing a bank by clients in Montenegro. Besides the well-designed elements of corporate identity, the fair price and a high quality product and service that the bank efficiently delivers to the client is also a necessary precondition for successful retention of existing clients, as well as for attracting new ones.