Standing apart from competition can be a formidable challenge in banking. For a small bank struggling with a fragmented brand this was even more daunting. Despite offering robust commercial and retail banking services, the bank found itself unable to effectively cross-sell products, leading to missed opportunities and stagnant growth. A segmented approach where teams tackled their goals independently hindered a strategic look at communication and customer engagement across the whole business. This limited the bank’s ability to present a unified look.
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Banks failing to update their digital presence risk alienating customers. Studies show that 70% of users are more likely to engage with websites that meet accessibility standards, yet a significant number of financial institutions still fall short in this area. Adherence to WCAG standards are increasingly important, ensuring all users could access its services.
Accessibility:
Research by HubSpot indicates that 76% of consumers say the most important factor in a website’s design is that it makes it easy for them to find what they want. For banks and financial institutions, ensuring easy navigation can significantly impact customer satisfaction and retention.
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I utilized data gleaned from customer and internal surveys and embarked on a comprehensive rebranding initiative. The strategy was to unify the visual identity and harmonize content messaging across all channels. Through extensive research, we identified the core values and strengths that resonated with both commercial and retail clients, I developed a visual strategy to improve consistency & clarity between commercial and retail messaging, allowing flexibility for future campaigns. I led our team on execution of 40 rotating print and digital assets, which supported advertising for 7 of the bank’s products & services.
An important initiative was to ensure all the curated photography had elements and pops of color, that complemented the brand.
Time proved our impact as cross-selling opportunities between the two markets increased among existing customers, consistent branding that sped development of campaigns and channels, and notably, the effort played a crucial role in positioning the bank for a successful acquisition at 102 million within 3 years.