CrossFirst Bank
Keeping a Bank Brand in Check
the Challenge
There are over 4000 banks in the US, plus credit unions, online banking, wealth management companies, and other financial services-related businesses. Many customers view the industry as a commodity, only distinguished by name, and primarily by lending or savings rates. True brand distinction is a challenge. The value of brand positioning is essential to differentiation and relationship building.
Brand standards must change and expand as the brand matures—particularly in the rapidly evolving banking arena.
the objective
CrossFirst Bank is a Kansas City-based regional bank with locations in seven states. It is a relationship-centric bank that serves both business and personal banking. It was essential to establish a differentiating position that would set them apart and maintain brand consistently across all touchpoints. Their marketing objective was to reinforce their “extraordinary” and luxury-like brand positioning.
The objective was to make strong emotional connections that are harder to achieve through functional benefits alone.
the scope
- Brand Positioning
- Brand & Marketing Standards
- Product & Service Branding
- Marketing Communication
- Corporate Communication
- Brand Messaging
- Print & Digital Advertising
- Acuisition Communication
- Brand Management Consulting
A key challenge was maintaining brand consistency as it expands, while allowing flexibility in launching new products.
the RESULTS
The Acuity role was to provide brand management oversight and ensure that their positioning objectives could be met. This was achieved through the expansion of their identity system that provided design flexibility and positioning consistency. The CrossFirst Bank brand was elevated to convey “extraordinary service” and competitive distinction.
Acuity’s innovative approach and ability to seamlessly integrate with our brand has augmented our marketing framework in transformative ways. Their strategic insights and expertise, continuously exceed our expectations, leading to marketing solutions that resonate deeply with our audience. Their partnership has been invaluable.
Chief Marketing Officer
Crossfirst Bank
What's your next move?
As your dedicated brand consultant, we are here to help answer any questions you might have about how to solve your brand challenges, or help you figure out what your next big move is. Why not start a conversation today with absolutely no obligation? Or, check out our article Is Your Brand Ready for a Health Check?
