Process:
Rebranding requires a significant commitment of time and resources from top management and key frontline staff. Westfield Bank fully embraced the effort. TSM Design conducted a series of facilitated discussions through which we elicited the bank’s rich institutional memory as well as many of the developing best practices. We also conducted a survey of commercial customers. Our analysis of the results of these efforts was presented as a brand positioning statement.
The statement included the attributes and values of the brand as well as an implied promise: We’re not going anywhere but we sure are going places. In an era when community banks were going public in order to become part of regional or super regional banks, it was important to reinforce Westfield Bank’s point of strategic differentiation.
