In its first 25 years, Southern Bancorp grew from a $10 million investment into a $1 billion community development financial institution. Yet the bank found its identity and purpose fragmented and its reputation in the industry and its communities not as cohesive, clear or compelling as it should be.
Thoma delivered its Brand Navigator consultation – guided by extensive research among all of Southern’s stakeholders – to reframe and crystallize the unique position of this leading CDFI. We developed brand frames and designed a road show for its 360 employees and 40+ branches to introduce the new brand, aligned under the mantra, “One Southern. One Mission.”