Guaranty Bank/BestBank is a family-owned organization that uses banking to help hardworking families. Dedicated to serving the people who most banks have forgotten, Guaranty Bank/BestBank saw an opportunity to help the unbanked and underbanked. With a full lineup of unique products and services designed to help underserved customers, Guaranty Bank had a compelling story to tell — but they needed help crafting and sharing that story. Guaranty Bank partnered with Hanson Dodge with the two-tiered objective of transforming its brand and increasing product sales.
Hanson Dodge started with a brand workshop to redefine Guaranty Bank’s position and promise, resulting in a new brand platform, voice and tagline that reflects the brand’s heritage of serving hardworking people and families: “We got this.” Hanson Dodge then worked with Guaranty Bank to apply the brand onto multifaceted advertising campaigns to support Credit Builder, a unique product that allows customers to build credit over time, and Coverage Checking, a checking account designed to reduce overdraft fees for its customers. The next phase was the launch of a new Guaranty Bank website.
The new Guaranty Bank website was created to be the catalyst for telling the brand’s story through a streamlined mobile and desktop experience. It features a modular style and utilizes Umbraco CMS. For the first time, Guaranty Bank offers its customers a virtual experience that’s similar to connecting in-person at a local branch; an experience based on relationship-building. The website homepage features a product selector tool that serves up real-life financial scenarios to help customers identify products and services that relate specifically to their needs.