The variety of products and services have provided customers with many choices. At the same time, organizations have realized that the cost of attracting new customers is five times the cost of retaining existing ones, and losing a customer not only leads to the loss of a sales item, but also to the loss of the entire flow of purchases that the he or she could make in his lifetime. This article aims at designing brand social strength in Iran Agricultural Bank. The current study was conducted in 2022, concentrated on Agricultural bank stuff and customers. The nature of the methodology of this research is based on Grounded-Theory procedure. In this regard, ten experts and professionals in the field of banking were interviewed. The interviews were conducted in a semi-structured manner. Data analysis was done using Maxqda software, and the results of coding were categorized into 10 main categories and 18 subcategories. The main categories include customer retention, customer-oriented values, competence of managers, competence of employees, consulting services, loan services, electronic banking, development of the bank industry, bank security and contributive customers. It is hoped that results of the current study will be of great help to the banking industry, especially to the Agricultural Bank, so that it can achieve its strategic goals and become a powerful bank in the field of banking.