Working closely with senior management Sprout was engaged to facilitate the transition of the brand from Credit Union to Bank. The initial scope of the project included the development of a brand and marketing strategy and, once approved by the Board, its execution.
The strategy had to ensure all stakeholders – members, staff and the community – were fully invested in the change and engaged with the new brand and offering. Once the new brand was successfully launched the next part of the brief involved recruiting a permanent senior marketer to take on the role of building the new brand.
Twelve months on both brand and marketing manager are thriving. Business targets have been exceeded, membership has increased and the brand has gained significant traction within the community.
Sprout is still engaged at a strategic level working closely with the senior team to ensure the brand’s purpose remains at the forefront of all communications.
Our brief was to revitalise the brand to reflect its evolution and the CEO’s vision for the future. Working with senior management and key stakeholders we explored and clarified the brand vision, promise and values. With this insight we were able to reposition the brand to ensure it clearly reflected its growing capability to the market.
The new brand proposition has been rolled out across all communications, and new capability and technology is currently being introduced to the market. The brand now has a clear pathway for the future that is aligned to business growth objectives.