Getting on the radar: building a better brand presence
How we made it happen:
- Defined brand archetype
- Developed a new look for the brand
- Created an engaging web presence
Services executed:
- Audience research
- Branding strategy
- Brand design
- Marketing strategy
- Web development
Key insights
Positive word of mouth was key to the bank’s initial success. However, faster growth would depend on a strong, strategic marketing push. That effort faced some difficult challenges:
- Relationship-based organization with few to no marketing tools
- Outdated online presence and digital user experience
- Inconsistent branding at customer touchpoints
- Branchless bank model with no brick and mortar locations to help drive awareness
Pathfinders identified and executed three key steps to accelerate the bank’s growth.
The situation
This successful bank, serving both commercial and private clients, built a solid reputation for unparalleled service and grew through excellent word of mouth. Faster growth would depend on building a better online presence and a consistent brand to look and feel like a $10B+ financial middle market bank.
The challenge
Scaling word-of-mouth marketing for a middle market bank is inadequate for growth. Its challenges include limited reach and relying on customers to share their experiences.
And, you have no control of when, what, and how much is communicated. Without a branch network or a hard-working website, prospects don’t really get a chance to know you.
But, expanding your market share is quick when you can be present across multiple channels with a consistent look and message, supported by an always-on, user-friendly website.
Therefore, we recommend using archetypal branding to develop an authentic brand that connects with your audience in a more meaningful way to quickly build loyalty and trust. Then build a website that makes it easy for prospects to see your strengths and what distinguishes you from your competition.
Our approach
Define the brand archetype as “the lover” through interviews and research.
TriState Capital Bank is a trusted partner customers can turn to for unbiased financial advice. This is a bank that is genuinely invested in your success.
Develop a new look for the bank that reflects its conventional personality.
We’re shifting the banking experience from an impersonal transaction back to its roots as a transformational partnership.
Create a web experience that quickly conveys who we are, how we can help, and what makes us different.
Also make it quick and easy for prospects to connect with one of our expert bankers.
