This paper looks at how HSBC banking group represent themselves in their externally oriented discourse as a brand combining the global and the local. Drawing on a variety of samples such as history brochures, advertisements and websites, the study combines quantitative and qualitative methods in its analysis of how visual and linguistic elements function to construct the HSBC brand. It is argued that branding in this case relies on a stereotyped version of the local that is used to endow the brand with a "human touch" and create brand affinity with a globalised audience. In cognitive terms, the company is seen to blend the two schemas of the global and the local and to metaphorically emulate perceived consumer identities to the same end.