Approach
HDC helped Park Bank create a new position of being a totally different kind of bank—one that's more personal, more inventive and more committed to helping clients succeed, a bank Driven by Yes. HDC developed a fully integrated brand platform, a company-wide implementation plan and a coordinated business strategy to keep the good word going.
Solution
Over the years, Driven by Yes has helped deliver the brand internally and out, including during the development of their most important marketing piece—their annual reports (we've done seven and counting), print ads, radio spots and a cohesive illustrative style different from any bank in the industry.
Results
It wasn't long before Park Bank's new brand positioning made an indelible impression—both within the organization and with potential clients throughout southeastern Wisconsin, as it generated:
- Enthusiastic approval internally
- Higher awareness within target market
Far beyond communication, this initiative has formed the framework for Park Bank's strategic and business decisions, giving it a clearly distinct position and a unique brand identity that has been the foundation of all their work for several years.
"This brand initiative is very exciting for us. Hanson Dodge's brand work has become the framework for our strategic and business decisions. The impact goes beyond communication. This will affect how we work, what we offer and—most importantly—what we bring to the table for our clients. It has challenged us to really walk the talk, both inside the organization and in our client relationships."
- Elizabeth Borst, VP of Marketing, Park Bank