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Branding     
 
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Branding Charter For Small Local Universal Bank
Posted By: kassertee* on 10/14/2004 3:26 AM (CST) 250 Points
Any help by way of guidelines for designing a brand or branding charter for a small local bank?

Posted by: whitefeud Accepted Answer
10/14/2004 7:40 AM (CST)
Located where?
 
Posted by: mgoodman Accepted Answer
10/15/2004 9:49 AM (CST)
Yes. Start by defining your target audience very carefully, understanding their current usage/attitudes, needs, wants, likes/dislikes, values, beliefs, etc. Then get internal alignment on a carefully worded Positioning Statement.

The Positioning Statement will become the foundation of your branding charter.

If you need some guidelines for an effective positioning statement, see the appendix to "Rasputin For Hire." There are several pages discussing this topic, including the key criteria for an effective positioning statement and how it's then used to market/build a brand franchise.

More info about the book at www.rasputinforhire.com
 
Posted by: SRyan ;] Accepted Answer
10/15/2004 2:42 PM (CST)
Ummm.... how can a bank be small, local AND universal?

Just wondering!
 
Posted by: jstiles* Accepted Answer
10/18/2004 1:19 PM (CST)
Banking and bank marketing regulations vary by country and state. Where you are may make a difference. Are you a community bank in the US? then the ABA marketing assoc. will be a good resource.

Any additional information you are able to share will be helpful.
 
Posted by: kassertee* Author Response
10/19/2004 3:18 AM (CST)
Dear All,

Sorry I did not make it clear where the bank is located.
It is a small local bank in Accra, Ghana operating as the 8th ranked bank among 18 players (in terms of Deposits). All banks in Ghana have been given the
rights by the regulators to operate as universal banks (hence no specialisations like Merchant banks, Commercial banks etc). I am required to draw up a branding charter.
Still soliciting your suggestions.
 
Posted by: jackson Accepted Answer
10/20/2004 6:30 PM (CST)
Kassertee.
You are very definately in a "Me Too" category, you have established that you have at least 18 competitors. From what I understand, it seems that everyone can make vertually the same offerings to the consumers. therefore "Job 1" has to be find out what your uniquness is; What makes you different from your competition, why should customers come to you for their banking needs to be met.
Once you have established your uniqueness, it will be the basis that all of your branding efforts will be launched.
Hope this helps, you can reach me via www.jacksims.com if you need any further help, lots of luck, Jack
 
Posted by: kassertee* Author Response
10/21/2004 3:31 AM (CST)
Yes, Jackson is right just as some of the earlier contributors. The bank has been pursuing policies similar to what you have recommended. We have gone through segmentation and chosen 3 segments for targeting. I am now designing a branding charter to guide all staff in both internal and external communications. We want the corporate brand to have much meaning and value to our publics. That is why I posted the initial question. I expect contributors to concentrate on the key issues worthy of mention in the charter.
 
Posted by: jcmedinave Accepted Answer
10/22/2004 1:01 PM (CST)
In Financial business it is important to consider the perception of trust and confidence. In general the brand should identify the core business and the value proposition (modern, innovation, agility, friendly, service,...). At the same time the brand should have differences with competition in order to attract the customers and position.

Some interesting articles:

http://www.spintheory.com/brandarchitecture.htm

http://www.mgarchitects.com/projectBranding.htm

http://www.vancouver.wsu.edu/amsrev/theory/mcenally02-99.html
 
Posted by: kassertee* Author Response
10/22/2004 3:17 PM (CST)
hi jcmedinave. thanks. useful suggestions and sites are so helpful.
 
Posted by: Val (Moderator)* Moderator Response
11/2/2004 1:05 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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