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:
Heldergroen gebruikt cookies om je zo goed mogelijk van dienst te zijn. Accepteer ze allemaal, of stel ze persoonlijk in.
Accepteer
[gravityform id="12" title="false" description="false"]
<div class='gf_browser_unknown gform_wrapper' id='gform_wrapper_12' ><form method='post' enctype='multipart/form-data' id='gform_12' action='/case/devolksbank/'>
<div class='gform_body'><ul id='gform_fields_12' class='gform_fields top_label form_sublabel_below description_below'><li id='field_12_2' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_12_2' >Naam<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_text'><input name='input_2' id='input_12_2' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /></div></li><li id='field_12_4' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_12_4' >E-mailadres<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_email'>
<input name='input_4' id='input_12_4' type='email' value='' class='medium' aria-required="true" aria-invalid="false" />
</div></li><li id='field_12_8' class='gfield no-label-transform field_sublabel_below field_description_above hidden_label gfield_visibility_visible' ><label class='gfield_label' >Inschrijven nieuwsbrief?</label><div class='ginput_container ginput_container_checkbox'><ul class='gfield_checkbox' id='input_12_8'><li class='gchoice_12_8_1'>
<input name='input_8.1' type='checkbox' value='<span style="text-transform:none">Schrijf mij in voor de nieuwsbrief</span>' id='choice_12_8_1' />
<label for='choice_12_8_1' id='label_12_8_1'><span style="text-transform:none;">Schrijf mij in voor de nieuwsbrief</span></label>
</li></ul></div></li>
</ul></div>
<div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_12' class='gform_button button' value='Versturen' onclick='if(window["gf_submitting_12"]){return false;} if( !jQuery("#gform_12")[0].checkValidity || jQuery("#gform_12")[0].checkValidity()){window["gf_submitting_12"]=true;} ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_12"]){return false;} if( !jQuery("#gform_12")[0].checkValidity || jQuery("#gform_12")[0].checkValidity()){window["gf_submitting_12"]=true;} jQuery("#gform_12").trigger("submit",[true]); }' />
<input type='hidden' class='gform_hidden' name='is_submit_12' value='1' />
<input type='hidden' class='gform_hidden' name='gform_submit' value='12' />
<input type='hidden' class='gform_hidden' name='gform_unique_id' value='' />
<input type='hidden' class='gform_hidden' name='state_12' value='WyJbXSIsIjc4YjhlZjdhNmE4ZDQzYmI5ZjE1MzM2ZjZkZDc3NWQyIl0=' />
<input type='hidden' class='gform_hidden' name='gform_target_page_number_12' id='gform_target_page_number_12' value='0' />
<input type='hidden' class='gform_hidden' name='gform_source_page_number_12' id='gform_source_page_number_12' value='1' />
<input type='hidden' name='gform_field_values' value='' />
</div>
</form>
</div><script type='text/javascript'> jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 12) {} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} );</script><script type='text/javascript'> jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [12, 1]) } ); </script>
[gravityform id="2" title="false" description="false"]
<div class='gf_browser_unknown gform_wrapper' id='gform_wrapper_2' style='display:none'><form method='post' enctype='multipart/form-data' id='gform_2' action='/case/devolksbank/'>
<div class='gform_body'><ul id='gform_fields_2' class='gform_fields top_label form_sublabel_below description_below'><li id='field_2_4' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_2_4' >Naam<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_text'><input name='input_4' id='input_2_4' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /></div></li><li id='field_2_3' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_2_3' >E-mailadres<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_email'>
<input name='input_3' id='input_2_3' type='email' value='' class='medium' aria-required="true" aria-invalid="false" />
</div></li><li id='field_2_1' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_2_1' >Bericht<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_textarea'><textarea name='input_1' id='input_2_1' class='textarea medium' aria-required="true" aria-invalid="false" rows='10' cols='50'></textarea></div></li><li id='field_2_5' class='gfield field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_2_5' ></label><div id='input_2_5' class='ginput_container ginput_recaptcha' data-sitekey='6LfLgO8UAAAAAPUzx5sIqKrHkpT5IBYNijCBO156' data-theme='light' data-tabindex='0' data-badge=''></div></li><li id='field_2_6' class='gfield gform_validation_container field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_2_6' >Phone</label><div class='ginput_container'><input name='input_6' id='input_2_6' type='text' value='' autocomplete='off'/></div><div class='gfield_description' id='gfield_description__6'>Dit veld is bedoeld voor validatiedoeleinden en moet niet worden gewijzigd.</div></li>
</ul></div>
<div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_2' class='gform_button button' value='Verzend' onclick='if(window["gf_submitting_2"]){return false;} if( !jQuery("#gform_2")[0].checkValidity || jQuery("#gform_2")[0].checkValidity()){window["gf_submitting_2"]=true;} ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_2"]){return false;} if( !jQuery("#gform_2")[0].checkValidity || jQuery("#gform_2")[0].checkValidity()){window["gf_submitting_2"]=true;} jQuery("#gform_2").trigger("submit",[true]); }' />
<input type='hidden' class='gform_hidden' name='is_submit_2' value='1' />
<input type='hidden' class='gform_hidden' name='gform_submit' value='2' />
<input type='hidden' class='gform_hidden' name='gform_unique_id' value='' />
<input type='hidden' class='gform_hidden' name='state_2' value='WyJbXSIsIjc4YjhlZjdhNmE4ZDQzYmI5ZjE1MzM2ZjZkZDc3NWQyIl0=' />
<input type='hidden' class='gform_hidden' name='gform_target_page_number_2' id='gform_target_page_number_2' value='0' />
<input type='hidden' class='gform_hidden' name='gform_source_page_number_2' id='gform_source_page_number_2' value='1' />
<input type='hidden' name='gform_field_values' value='' />
</div>
</form>
</div><script type='text/javascript'> jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 2) {gf_global["number_formats"][2] = {"4":{"price":false,"value":false},"3":{"price":false,"value":false},"1":{"price":false,"value":false},"5":{"price":false,"value":false},"6":{"price":false,"value":false}};if(window['jQuery']){if(!window['gf_form_conditional_logic'])window['gf_form_conditional_logic'] = new Array();window['gf_form_conditional_logic'][2] = { logic: { 5: {"field":{"actionType":"show","logicType":"all","rules":[{"fieldId":"3","operator":"contains","value":"@"}]},"nextButton":null,"section":null} }, dependents: { 5: [5] }, animation: 0, defaults: [], fields: {"4":[],"3":[5],"1":[],"5":[],"6":[]} }; if(!window['gf_number_format'])window['gf_number_format'] = 'decimal_comma';jQuery(document).ready(function(){gf_apply_rules(2, [5], true);jQuery('#gform_wrapper_2').show();jQuery(document).trigger('gform_post_conditional_logic', [2, null, true]);} );} } } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} );</script><script type='text/javascript'> jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [2, 1]) } ); </script>
[gravityform id="7" title="false" description="false"]
<div class='gf_browser_unknown gform_wrapper' id='gform_wrapper_7' ><form method='post' enctype='multipart/form-data' id='gform_7' action='/case/devolksbank/'>
<div class='gform_body'><ul id='gform_fields_7' class='gform_fields top_label form_sublabel_below description_below'><li id='field_7_2' class='gfield field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_7_2' >Naam</label><div class='ginput_container ginput_container_text'><input name='input_2' id='input_7_2' type='text' value='' class='medium' aria-invalid="false" /></div></li><li id='field_7_3' class='gfield field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_7_3' >Bedrijfsnaam</label><div class='ginput_container ginput_container_text'><input name='input_3' id='input_7_3' type='text' value='' class='medium' aria-invalid="false" /></div></li><li id='field_7_4' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_7_4' >E-mailadres<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_email'>
<input name='input_4' id='input_7_4' type='email' value='' class='medium' aria-required="true" aria-invalid="false" />
</div></li><li id='field_7_8' class='gfield no-label-transform gfield_contains_required field_sublabel_below field_description_above hidden_label gfield_visibility_visible' ><label class='gfield_label' >Akkoord<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_checkbox'><ul class='gfield_checkbox' id='input_7_8'><li class='gchoice_7_8_1'>
<input name='input_8.1' type='checkbox' value='<span style="text-transform:none">Ja, stuur mij de Bright Paper en abonneer mij op de nieuwsbrief (aanvinken ter bevestiging)</span>' id='choice_7_8_1' />
<label for='choice_7_8_1' id='label_7_8_1'><span style="text-transform:none;">Ja, stuur mij de Bright Paper en abonneer mij op de nieuwsbrief (aanvinken ter bevestiging)</span></label>
</li></ul></div></li>
</ul></div>
<div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_7' class='gform_button button' value='Verzenden' onclick='if(window["gf_submitting_7"]){return false;} if( !jQuery("#gform_7")[0].checkValidity || jQuery("#gform_7")[0].checkValidity()){window["gf_submitting_7"]=true;} ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_7"]){return false;} if( !jQuery("#gform_7")[0].checkValidity || jQuery("#gform_7")[0].checkValidity()){window["gf_submitting_7"]=true;} jQuery("#gform_7").trigger("submit",[true]); }' />
<input type='hidden' class='gform_hidden' name='is_submit_7' value='1' />
<input type='hidden' class='gform_hidden' name='gform_submit' value='7' />
<input type='hidden' class='gform_hidden' name='gform_unique_id' value='' />
<input type='hidden' class='gform_hidden' name='state_7' value='WyJbXSIsIjc4YjhlZjdhNmE4ZDQzYmI5ZjE1MzM2ZjZkZDc3NWQyIl0=' />
<input type='hidden' class='gform_hidden' name='gform_target_page_number_7' id='gform_target_page_number_7' value='0' />
<input type='hidden' class='gform_hidden' name='gform_source_page_number_7' id='gform_source_page_number_7' value='1' />
<input type='hidden' name='gform_field_values' value='' />
</div>
</form>
</div><script type='text/javascript'> jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 7) {} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} );</script><script type='text/javascript'> jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [7, 1]) } ); </script>
[gravityform id="11" title="false" description="false"]
<div class='gf_browser_unknown gform_wrapper' id='gform_wrapper_11' ><form method='post' enctype='multipart/form-data' id='gform_11' action='/case/devolksbank/'>
<div class='gform_body'><ul id='gform_fields_11' class='gform_fields top_label form_sublabel_below description_below'><li id='field_11_2' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_11_2' >Naam<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_text'><input name='input_2' id='input_11_2' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /></div></li><li id='field_11_4' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_11_4' >E-mailadres<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_email'>
<input name='input_4' id='input_11_4' type='email' value='' class='medium' aria-required="true" aria-invalid="false" />
</div></li><li id='field_11_8' class='gfield no-label-transform field_sublabel_below field_description_above hidden_label gfield_visibility_visible' ><label class='gfield_label' >Inschrijven nieuwsbrief?</label><div class='ginput_container ginput_container_checkbox'><ul class='gfield_checkbox' id='input_11_8'><li class='gchoice_11_8_1'>
<input name='input_8.1' type='checkbox' value='<span style="text-transform:none">Schrijf mij in voor de nieuwsbrief</span>' id='choice_11_8_1' />
<label for='choice_11_8_1' id='label_11_8_1'><span style="text-transform:none;">Schrijf mij in voor de nieuwsbrief</span></label>
</li></ul></div></li>
</ul></div>
<div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_11' class='gform_button button' value='Versturen' onclick='if(window["gf_submitting_11"]){return false;} if( !jQuery("#gform_11")[0].checkValidity || jQuery("#gform_11")[0].checkValidity()){window["gf_submitting_11"]=true;} ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_11"]){return false;} if( !jQuery("#gform_11")[0].checkValidity || jQuery("#gform_11")[0].checkValidity()){window["gf_submitting_11"]=true;} jQuery("#gform_11").trigger("submit",[true]); }' />
<input type='hidden' class='gform_hidden' name='is_submit_11' value='1' />
<input type='hidden' class='gform_hidden' name='gform_submit' value='11' />
<input type='hidden' class='gform_hidden' name='gform_unique_id' value='' />
<input type='hidden' class='gform_hidden' name='state_11' value='WyJbXSIsIjc4YjhlZjdhNmE4ZDQzYmI5ZjE1MzM2ZjZkZDc3NWQyIl0=' />
<input type='hidden' class='gform_hidden' name='gform_target_page_number_11' id='gform_target_page_number_11' value='0' />
<input type='hidden' class='gform_hidden' name='gform_source_page_number_11' id='gform_source_page_number_11' value='1' />
<input type='hidden' name='gform_field_values' value='' />
</div>
</form>
</div><script type='text/javascript'> jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 11) {} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} );</script><script type='text/javascript'> jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [11, 1]) } ); </script>
[gravityform id="9" title="false" description="false"]
<div class='gf_browser_unknown gform_wrapper' id='gform_wrapper_9' ><form method='post' enctype='multipart/form-data' id='gform_9' action='/case/devolksbank/'>
<div class='gform_body'><ul id='gform_fields_9' class='gform_fields top_label form_sublabel_below description_below'><li id='field_9_2' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_9_2' >Naam<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_text'><input name='input_2' id='input_9_2' type='text' value='' class='medium' aria-required="true" aria-invalid="false" /></div></li><li id='field_9_3' class='gfield field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_9_3' >Bedrijfsnaam</label><div class='ginput_container ginput_container_text'><input name='input_3' id='input_9_3' type='text' value='' class='medium' aria-invalid="false" /></div></li><li id='field_9_4' class='gfield gfield_contains_required field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_9_4' >E-mailadres<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_email'>
<input name='input_4' id='input_9_4' type='email' value='' class='medium' aria-required="true" aria-invalid="false" />
</div></li><li id='field_9_6' class='gfield field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_9_6' >Telefoonnummer</label><div class='ginput_container ginput_container_text'><input name='input_6' id='input_9_6' type='text' value='' class='medium' aria-invalid="false" /></div></li><li id='field_9_8' class='gfield no-label-transform field_sublabel_below field_description_above hidden_label gfield_visibility_visible' ><label class='gfield_label' >Inschrijven nieuwsbrief?</label><div class='ginput_container ginput_container_checkbox'><ul class='gfield_checkbox' id='input_9_8'><li class='gchoice_9_8_1'>
<input name='input_8.1' type='checkbox' value='<span style="text-transform:none">Schrijf mij in voor de nieuwsbrief</span>' id='choice_9_8_1' />
<label for='choice_9_8_1' id='label_9_8_1'><span style="text-transform:none;">Schrijf mij in voor de nieuwsbrief</span></label>
</li></ul></div></li>
</ul></div>
<div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_9' class='gform_button button' value='Versturen' onclick='if(window["gf_submitting_9"]){return false;} if( !jQuery("#gform_9")[0].checkValidity || jQuery("#gform_9")[0].checkValidity()){window["gf_submitting_9"]=true;} ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_9"]){return false;} if( !jQuery("#gform_9")[0].checkValidity || jQuery("#gform_9")[0].checkValidity()){window["gf_submitting_9"]=true;} jQuery("#gform_9").trigger("submit",[true]); }' />
<input type='hidden' class='gform_hidden' name='is_submit_9' value='1' />
<input type='hidden' class='gform_hidden' name='gform_submit' value='9' />
<input type='hidden' class='gform_hidden' name='gform_unique_id' value='' />
<input type='hidden' class='gform_hidden' name='state_9' value='WyJbXSIsIjc4YjhlZjdhNmE4ZDQzYmI5ZjE1MzM2ZjZkZDc3NWQyIl0=' />
<input type='hidden' class='gform_hidden' name='gform_target_page_number_9' id='gform_target_page_number_9' value='0' />
<input type='hidden' class='gform_hidden' name='gform_source_page_number_9' id='gform_source_page_number_9' value='1' />
<input type='hidden' name='gform_field_values' value='' />
</div>
</form>
</div><script type='text/javascript'> jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 9) {} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} );</script><script type='text/javascript'> jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [9, 1]) } ); </script>
