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Thoma Thoma

REDEFINING ITS BRAND
IDENTITY AND CULTURE HELPS
COMMUNITY BANK EXCEED
GROWTH GOALS.

FNBC was a bank on the move, emerging from a period of regulatory scrutiny and fighting deeply entrenched competitors in its highest potential growth markets. FNBC was ready to grow aggressively, and it thought an agency could help.

Deploying our Brand Navigator, Thoma helped the bank defi ne its core and bring to life its new identity as “FNBC: Community Bankers.” Our Employee Brand Council program lit a fire inside the bank — setting off extraordinary creative energy and excitement. Next, we personified the bank’s focus on community involvement and identity in its “Better Together” campaign, which shows how exceptional, dedicated service is mutually beneficial to customers and employees.

Tactics:

  • Updated identity design
  • Comprehensive website redesign and redevelopment
  • Internal brand launch and brand culture initiative
  • External campaign planning and execution
  • Video, digital, print and outdoor media placement

Outcome:

In one year alone, the bank achieved exceptional organic growth from $335 million to $440 million, and has subsequently crossed the $750 million mark.

 

FNBC has been acclaimed as one of American Banker’s “Best Banks to Work For” in multiple years. An extensive “how we did it” profile in Independent Banker magazine praised the ground-up rebranding and strategic, cultural change.

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