Community Bank Brand Refresh

Community Bank

Brand Relaunch

Bank with people you know, bank with BOB!

Project Requirements

The Board of Directors hired Rachael Hall to help facilitate a seamless transition when a well-respected Bank President retired and passed the torch to new leadership.

The Board 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

Branding

Website Copy

Commercial Scripting

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.
Award-Winning Strategies
- The bank continues to win awards for being one of the banking industry’s strongest and most trusted brands.

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.