The banking environment was changing, and negative perceptions of big banks were beginning to cast a shadow on even healthy well-managed community banks. Parallel to these environmental changes, we had been urging the bank to update their decade-old brand position in order to ensure long-term consumer preference in a more competitive and scrutinizing marketplace.
We initiated a “brand discovery” process that started with qualitative market research to uncover true feelings about the bank. What was revealed was that the bank was already delivering an extraordinary level of customer service: employees consistently demonstrated insight and compassion for their customers. High quality customer service was delivered so consistently that it was deemed part of the DNA of the bank.
With those results we confidently moved forward in developing a branded position based on customer service. To distinguish “ordinary” customer service from “great” customer service, we created a campaign based on real-life scenarios. To ensure that the brand promise remained authentic, prior to launch we conducted internal workshops to help bank personnel understand and embrace the value of branding and to align behaviors with a promise of superior customer service. A centerpiece of the campaign is the bank’s pledge to customers, as shown in the video, I Promise.
