Community Bank

Brand Relaunch

Bank with people you know, bank with BOB!

Project Requirements

Rachael was brought in to help facilitate a seamless transition when a well-respected Bank President retired and passed the torch to new leadership.

The Bank’s Board of Directors wanted to preserve the brand integrity and values of the past while ushering in a more modern and mobile approach to banking.

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

Project Planning

Brand Development

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.

Bank BOB, the bank you take with you and the bank you come home to!