Community Bank Brand Refresh

Community Bank

Brand Relaunch

Bank with people you know, bank with BOB!

Project Summary

The Project: Retained to lead the brand relaunch of a well-established community bank during a pivotal leadership transition.

Project Background: With a longtime bank president retiring, the board sought to preserve the integrity and familiarity of the brand while introducing a more modern, mobile-first approach to banking.

The Team: Worked closely with the new leadership team to develop a full suite of branded assets—including logos, taglines, messaging, and marketing campaigns—that balanced tradition with innovation.

Deliverables: Provided project planning, brand strategy, and content development across various channels, including website copy, radio, video, and social media. The refreshed brand was warmly received by the local community, driving an increase in digital engagement and radio response, and successfully positioning the bank for expansion into new markets.

Solutions Delivered

Project management support
Brand strategy
New logos
Branded language
Branded campaigns

The Challenge

Brand Challenge
- Ensure the new branded elements are somewhat familiar to existing customers.
- Don’t alarm patrons or give the impression their bank has been “hijacked.”
Brand Positioning
- Find a way to make the brand “friendly” and “personable.”
- Differentiate from the big box brands by highlighting top-tier customer service.
Brand Features
- Emphasize the mobile capabilities.
- Grow market share by retaining clients who move outside our service area.
- Appeal to clients who require worldwide banking capabilities.

The Deliverables

New branded assets
Logo
Slogan, taglines, broiler plate copy
Radio scripts
Commercial video scripts and storyboard
Website copy

Project Highlights

Project Planning
- Worked with key stakeholders to identify branding pain points and develop strategies to address and overcome them.
Branding & Positioning
- Collaborated with the existing marketing team, working under the direction of the newly appointed bank President to develop marketing campaigns and branded assets, including:
  
  Logos
  
  Slogans
  
  Taglines
  
  Website copy
  
  Video
  
  Radio
  
  Social media marketing campaigns
Increased Engagement
- The local community rapidly accepted the new branded elements and ad campaigns, online engagement increased, and the bank noticed a significant increase in direct response from radio advertising.
- The new branded assets helped position the brand to expand into new territories.

The Retrospective

This project presented a few challenges, but it was well managed by a seasoned executive who knew how to manage resources while making every team member feel vital to its success.