• The three core principles of a successful brand refresh
• Enhancing communications and transparency for a cohesive brand image
• The importance of embracing collaboration or competition with FinTech companies

The three core principles of a successful brand refresh

Of course, a brand refresh is more than a shiny coat of paint to slap onto a website. It needs parameters. Direction. Purpose. What is driving the refresh, and where is the new destination? 

There is a delicate balance between exploring a different aspect of a brand and straying too far from foundational principles. Keeping these core principles in mind h  6789.=   1. Understand the essence of the company

To complete a successful refresh, banks must first understand what core elements are the same and which are taking a step — or several — back from the limelight. Getting clear on what is changing and why before going full-force into designs and slogans avoids reaching the finish line and having to start all over again next quarter.

“For us, it was taking this deeper dive into what makes us tick, what makes us special. And I think a lot of times as bankers in the community bank space, we rely on, ‘We're a Community Bank; that's why people like us,’ but I think we had to take a more objective look and say, ‘Okay, but customers don't say that.’” Bruins said. 

They found that, in reality, it was the people working at the bank that customers spoke of the most and how those representatives helped them with their challenges. 

2. Focus on authenticity and staying true to company identity

Once banks understand the essence, they must find a path that stays true to that identity while achieving the necessary changes. 

“It’s a really collaborative effort. If HR is trying to do it on its own, I don't know that it's always necessarily going to spread across the organization. So you need to have your leadership really living it out and willing to talk about it,” Bruins continued.

Staying consistent with company values is a group effort, and that doesn't change when a brand refresh is involved.

3. Leverage unique company traits  

Whether those unique traits are excellent response times or top-tier collaboration for problem-solving, every company has them. At Horicon Bank, they lean into collaboration between their training team and marketing team to ensure cohesive messaging. 

“We do a culture day to get to know our complex culture, how we speak, and how we relate to one another and take care of our customers,” Bruins shared. “They have built out different presentations about, ‘Here's who we are in the community and this is how our community views us,’ there are certain expectations of Horicon Bank out there that we do give of our time, and we take time to help others.”

Enhancing communications and transparency

With all this talk of collaboration and cohesion, the question remains: How does one build a culture that thrives in that environment?

“A big part of it is up to the individual to go into each conversation and interaction very open-minded,” Bruins continued. 

Through listening, leadership can learn that there’s a different way to support the task, or recommend a solution from a different department. 

“You have to see that modeled at every level. You need to see it modeled across senior leadership — if they're not collaborating, the rest of us really aren’t either. Every manager has got to be able to show each other respect when they disagree and be open to listening,” Bruins said.

What enhanced communications look like in the day-to-day

For Horicon Bank, transparency manifests in curiosity and employee enablement. One way they keep everyone on the same page is through Horicon Bank News — short, simple videos interviewing senior managers, specific departments with sizable projects in development that need company-wide understanding, and more. Employees can watch the videos any time to get caught up on company news.

“Then we would follow up that communication with either more posts or different information on our internet,” Bruins said. “It was cross-posting that in different channels, and also in different media because people do learn and consume differently.”

Seeing internal teams speaking directly about critical shifts and upcoming changes lends an authentic, transparent view to operations that support a collaborative team. Although being interviewed may be nerve-wracking, the benefits of teamwide connection far outweigh any strife with being on camera.   

“A lot of employees really enjoyed seeing their senior leadership give feedback and explanation, and it does feel very transparent and real,” Bruins continued.

Everything ties back to the importance of solid brand values and direction, feeding into any possible refresh needed down the line or tomorrow. The best foundation is the one a team builds and maintains together.

Stay tuned for new episodes every week on the Leaders in Lending Podcast.