Brand Audit Case Study

Challenge:
Branding a Brand-New Organization

Developing a brand for an established organization that’s been around for years is a straightforward process. But how do you define a brand for a client who is in the early stages of their corporate history? That’s what Triad Business Bank asked us. Here’s how we did it:

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Strategy

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Establish Goals

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Who are we and what do we stand for?

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Who are we for (and not for)?

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What are we trying to accomplish?

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Research & Analysis

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Interviews

In order to get a comprehensive understanding of Triad Business Bank, we conducted qualitative research in the form of 19 interviews with key stakeholders. To gain the internal perspective of their brand, we interviewed 13 TBB employees at multiple levels within the organization. On the opposite end of the spectrum, we spoke with people outside of the bank to see the brand through an external lens, including current clients as well as one lost customer.

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Competitive Analysis

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We also evaluated TBB’s main competitors in hopes of learning what differentiates them from the other banks in the area.

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Develop Brand Story & Visual Expression

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Based on the data gathered during the initial stages of the Triad Business Bank brand development project, we determined the strengths, weaknesses, opportunities, and threats for their organization. This SWOT analysis guided us as we approached the creative side of this project.

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The Results

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Success for a branding initiative of this nature can be measured by the alignment of the creative materials developed with the organizational mission and culture. The data cultivated form our research emphasizes that Triad Business Bank is a community-focused organization that is trustworthy, approachable, and responsive. Taking this into consideration, we created visual elements and a website that reflected their values.

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