Bruning Bank is a family-owned bank with more than 125 years of experience. It offers solutions in the areas of personal and business banking, insurance, and wealth management.
UNANIMOUS' and Bruning Bank's relationship goes back several years, previously UNANIMOUS launched a new website for Bruning Bank. In 2019, UNANIMOUS worked with Bruning Bank on a communication strategy, brand strategy, website theme update, and the development of several marketing and print collateral to complement its new look.
Our first goal was to conduct research to gather meaningful insights on the brand’s external perception. Our research led us to writing a communication strategy that would strengthen the brand so it's communication and marketing efforts would be consistent across all customer touchpoints. We then needed to update and modernize the organization’s logo and brand identity, and finally redesigning the website and marketing materials to reflect the newly established brand.
Research & Communication Strategy
UNANIMOUS worked closely with Bruning Bank to conduct research with both customers and noncustomers of the bank. A total of 16 individuals were interviewed during the process. Insights gathered from the research and an initial discovery meeting with the Bruning Bank team paved the way for its new communication strategy. The communication strategy included detailed information on the brand’s positioning, audience personas, elevator speech, tagline strategy, and brand personality characteristics. The communication strategy was established to guide all future communication initiatives for the brand, ensuring it is clear and consistent.
UNANIMOUS continued to collaborate with Bruning Bank throughout the brand launch process. A press release was developed announcing the rebrand and communicating the rationale behind the decision. Email content and templates were crafted to share information with employees, key stakeholders, and clients. UNANIMOUS also developed a comprehensive identity kit with business cards, envelopes, note pads, letterhead post-it notes, and more. In addition to the brand launch materials, UNANIMOUS assisted Bruning Bank with the development of a custom pocket folder and the design of company apparel. With all of the new materials in place, a brand guide was created to provide information on how to use the various new branding elements.