County Bancorp, Inc.

County Bancorp, Inc. points to a holding-company structure with a local or county-level feel, which is usually where smaller community banking lives. By our assessment, that makes it a plain, workmanlike name for deposit-taking and lending rather than for a consumer brand with personality. Its strength is the promise of locality; its weakness is that it says very little beyond that. In use, a company like this tends to sit behind one or more banks and serve a limited market with ordinary banking services. Compared with larger multi-state banks, it sounds narrower and more tied to one area, which can be reassuring or limiting depending on what someone wants. The name is best read as a sign of modest scale and unglamorous banking, not as a sign of breadth.