Jones and Thomas Creates New Identity for Main Street Bank & Trust
Main Street Bank & Trust
Brand Identity
Situation
Jones and Thomas began working with the holding company of BankIllinois, First National Bank of Decatur, and First Trust Bank of Shelbyville when the company decided to convert to one bank. However, because of the disparate names they had no brand identity or brand image.
Primary Goal
Create a new, unified identity and a strong positive image for the new brand.
Marketing Solution
Jones and Thomas developed, led, and executed the strategy for this effort. It consisted of:
- A customer survey that identified four positive attributes that resonated with customers.
- The development of alternative names and logos; a series of focus groups were then conducted to determine which name and logo best communicated these attributes. The result was the new name and corresponding tagline.
- The announcement of the new identity to shareholders, employees, and customers. Included in this announcement was a large off-site reception for the board and key employees.
- Press conferences to announce the brand.
- A media branding campaign.
Highlights
Created a new, unified identity
Developed, led, and executed the strategy
Developed names and logos and conducted focus groups
Announced brand at press conferences
Services
Brand development, creative strategy and planning, strategy development, event planning, media relations, media planning, audio and video production, focus group testing, internal marketing