Betrek je topteam en interne influencers bij je merkstrategie
Een sterk merk bouwen
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.
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.
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.
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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