Branding banks

1. Bank Branding Challenges
Creating a first choice customer experience
Clive Woodger, Chairman, Strategic Consulting Group, London

2. Presentation Agenda
Branding challenges
Creating a first choice customer experience
International branding strategies
Russian perspective
Employee brand engagement

3. Branding Challenges
Products and technologies can be copied but your
brand is your unique property
Recognise that your brand is an important asset
Understand and realise the full potential of your
brand equity
Optimise emotional as well as rational appeal to all
stakeholders - employees as well as customers

4. Branding Challenges
Define:
Core Values
Our ethos, who we are, what we believe in
Competitive Difference
What can make us stand out; what makes us special from the
customer’s point of view
Vision
What we want to accomplish, how we want to shape
our future
Strategic Plan
How we will communicate our difference in an inspiring and
distinctive way to achieve our vision
Be true to yourself…match promises with reality

5. Branding Challenges
Avoid:
Mission statement clichés
Standard generic, feel good lists that say nothing
Unrealistic repositioning exercises
Skin deep cosmetic make overs

6. Creating a first choice customer experience
Achieving this requires much more than just an operational model

7. Creating a first choice customer experience
Optimising customer engagement across all brand
touchpoints - human, physical and digital

8. Creating a first choice customer experience

9. Latest Developments in
International Branding
Strategies

10. The message is in the name
Innovative, mobile only USA startup brand founded in 2009.
“A new alternative to banking”. “An intermediary between you and your bank”.
Recently dropped ‘bank’ from its name.
previous name/identity

11. The message is in the name
Innovative, mobile only USA startup brand launched January 2013.
Memorable strapline reinforces the brand’s positioning.
“Rather than partner with an existing banking institution, Green Dot designed Gobank
from the ground up to be truly mobile-first.”

12. The message is in the name
Innovative, mobile only USA startup brand founded in 2010.
Recently dropped ‘bank’ from its name.
Provides “mobile money management”,“a unique customer experience interface with a
traditional banking organization working in the background.”
previous name/identity

13. The message is in the name
With fewer people using paper currency, Australian online lender, Cash Doctors, undertook
a complete renaming, rebranding and repositioning exercise in Dec. 2012.
Nimble brand communicates both customer benefits & organisational culture.
previous name/identity

14. The message is in the name
Telcom Credit Union (USA) renamed, rebranded, repositioned and relaunched as Vibe in
March 2013. “Reimagining the way people connect with a bank”
previous name/identity

15. The message is in the name
MacDill Financial Credit Union (USA) renamed, repositioned and relaunched in
2007 as Grow. “Our name is a clear statement of what we’re about”
previous name/identity

16. The message is in the name
One of Alabama’s oldest community banks. “True to you”.

17. The message is in the name
GMAC (General Motors Acceptance Corporation) relaunched under bold new
innovative name and look in 2008 - mobile and online banking only.
Quirky, humorous advertising reinforces honest approach.
previous name/identity

18. The message is in the name
Northwest Resource Federal Credit Union (USA) rebranded, repositioned and
relaunched as Trailhead in June 2013.
Previously one of 9 Oregon Credit Unions with “North West” in their name.
Distinctive look and tone of voice communicates “individual expression, casual
confidence and commonsense wisdom”.
previous name/identity

19. Regaining Heritage …
250-year-old Lloyds Bank (UK) relaunched in September 2013 as result of TSB sale by
parent Group. Return to original name with contemporary look and emphasis on
heritage symbol and colour.
previous names/identities

20. …and reaching out to customers
New brand positioning is “A bank that truly understands life today.”
Brand strapline “reflects and values the financial requirements of its customers”.
previous advertising and straplline

21. Regaining Heritage - Local Banking
TSB brand has been resurrected (September 2013) with a promise to revive community
banking across the UK and return to "safe, straightforward" banking.
previous names, identities and straplines
New ad campaign describes history of the brand from 1810

22. Fashion Banking
M&S Bank (UK) launched July 2012. Benefits include shopping vouchers,
birthday gifts & free instore hot drinks.

23. Fashion Banking
Current Virgin Money (UK) "soulful" campaign with retro style illustrations.
Lounges, not branches - complimentary coffee, power outlets, TV and iPads for
internet surfing.

24. Generation Y Banking
FRANK (Singapore) “A brand new way to bank”. Launched in 2011. Aimed at young
tech savvy ‘Y Generation’. Has captured over 26% of Singapore’s youth market.

25. ‘Fast food’ style banking
New UK entrant Metro - challenging existing banks and gaining new customers
but over £100m loss in 3 years. Owner runs Burger King franchise in USA.

26. Ethical banking
Vancity, Vancouver, Canada.
“Our vision is to redefine wealth in a way that furthers the financial, social and
environmental well-being of our members and their communities.”

27. ‘Anti-Banking’
Peoples Choice, Australia. Innovative and colourful branch design.
“A unique alternative to everyday banking”

28. ‘Café’ Banking
Expresso bars, sofas, newspapers, chalkboards, chandeliers…
Westpac (New Zealand)
State Farm (USA)
ING (Europe)

29. Triumph of design over branding?
Skandia Bank (Sweden)
“A green house concept, a place where
plants grow and are nurtured.”
Blueshore Financial (Canada)
A ‘financial spa’ designed like a ‘high
end hotel’

30. Hi tech with hi touch
Commonwealth Bank (Australia)
Docked iPods & iPads for exploring
mobile banking.
Touchscreen terminals with product information.
Branch staff have Macbook laptops.
Bank Audi (Lebanon)– ‘Novo’ Kiosks
‘Virtual’ smart kiosks in shopping centre locations
Mountain America Credit Union (USA)
Has put “technology champions’ in every branch
to help customers migrate to online and
mobile banking

31. Hi tech with hi touch
Personal Teller ATM’s with ‘uGenius Technology’ enable customers to interact with a real person via
two-way video. Personal service with technological efficiency.
Coastal Credit Union (USA)
SECU (USA)
Mid Hudson Valley (USA)
Dollar Bank (USA)
First Ontario (Canada)
Bank of America (USA)

32. Hi tech with hi touch
Banks are integrating ideas found on iOS devices and social media sites - icons, widgets and
apps. Infographics are becoming the new norm.
Overview of digital banking app identities
Digital Banking…app appeal.
Touchpoint design challenge

33. Russian
Perspective

34. Russian perspective
• 77% of Russians use banking services
• 32% use mobile phones to control their finances
• Only 17% use internet banking mostly due to security concerns

35. Russian Perspective
Russian Perception of a Perfect Bank*
%
Quick and efficient service
45
Well known
39
Has State support
38
Professional staff
32
Modern and hi tech
25
Convenient (location, opening hours)
23
Wide branch network
22
User-friendly website and online services
19
*According to the National Agency for financial research

36. Globex Case Study: Brand Strategy Exploration

37. Globex Case Study: Brand Strategy Exploration

38. Globex Case Study: Brand Strategy Exploration

39. Globex Case Study: Brand Strategy Exploration

40. Globex Case Study: Brand Strategy Exploration

41. Globex Case Study: Brand Strategy Exploration

42. Globex Case Study: Brand Strategy Exploration

43. Globex Case Study: Brand Advertising
Advertising to Consumers

44. Globex Case Study: Brand Advertising
Advertising to Small Businesses

45. Moskommertsbank Case Study: Brand Logo

46. Moskommertsbank Case Study: Branch Design

47. Moskommertsbank Case Study

48. Moskommertsbank Case Study: Interior

49. Moskommertsbank Case Study: Brand Logo

50. Employee brand engagement

51. Employee brand engagement

52. Employee brand engagement

53. Employee brand engagement

54. Creating a first choice customer experience
Brand synergy = optimum customer engagement across
all brands touchpoints - human, physical and digital

55. Thank You!
SCG London
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72-74 St Dionis Road
London
SW6 4TU
+44 (0) 20 7371 7522