Betrek je topteam en interne influencers bij je merkstrategie

Een sterk merk bouwen
in een markt die maatschappelijk onder druk staat

 

Finance is de motor van de economie. Een motor die nu, meer dan ooit tevoren, onder maatschappelijke druk staat. Het imago van banken is door de jaren heen verslechterd. Het vertrouwen is weg. Hoe kun je binnen deze context toch een sterk merk bouwen? Door in te spelen op de menselijke factor van de financiële sector. Met een nieuwe positionering gebaseerd op een interne strategie die extern beweging realiseert. Binnen beginnen, buiten winnen. Exact wat we gedaan hebben voor de Volksbank.

de Volksbank Positionering Reclamebureau Heldergroen
Abri de Volksbank, Merkcampagne_communicatiestrategie_Reclamebureau Heldergroen

Inspelen op de behoefte van de maatschappij

De Volksbank is één van de meest verantwoord ondernemende banken. Ze leveren nut voor klanten, nemen verantwoordelijkheid voor de maatschappij, zorgen voor zingeving voor medewerkers en behalen rendement voor de aandeelhouder. Dienstbaar bankieren met een menselijke maat dus. Deze gedachte was het uitgangspunt voor de nieuwe positionering die we ontwikkelden voor de Volksbank. Een positionering waarbij we de koppeling tussen nuts en bank weer normaal maakten onder het overkoepelende thema bankieren is bijdragen. Bijdragen aan de behoefte van de klant, de maatschappij en de bank. In goede én slechte tijden. Aansluitend op deze nieuwe positionering ontwikkelden we ook een introductiecampagne en gaven we de bestaande brand identity een fris en modern tintje.

de Volksbank positioneringsstrategie Reclamebureau Heldergroen

Hoe kunnen wij bijdragen?

De introductiecampagne bestond uit een merkmanifest en een interne kick-off waarbij de vraag centraal stond hoe de Volksbank op diverse vakgebieden kan bijdragen. De content hieruit gebruikten we als input voor een corporate film, nieuwe fotografieguidelines en social content. Het resultaat? Een campagne waaraan men graag zijn steentje bijdraagt. 

Positionering de Volksbank_ ASN Bank, SNS, BLG Wonen, Regiobank

Geïnspireerd?

Neem contact met ons op of bel voor een verhelderend gesprek 023 8200 250.

 

 

Producten

StrategieMerkpositioneringBrand IdentityMerkcampagneCorporate film

Sustainable Development Goals

Bij Heldergroen werken we alleen met merken die bijdragen aan de SDG's. De Volksbank draagt bij aan:

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