For most of us, a bank is not where we belong. Instead, it is a means to an end. Support that allows us to be where we really belong – At home. At work. With family. With friends and neighbors. Lending a helping hand. Building a community. Building a future.
This was the thought process that drove our effort to reposition First County Bank’s existing tagline, “It’s where you belong.” After years of layering on additional themes, the goal was, in part, to get back to the core of the Bank’s branding story.
During the first phase of the repositioning effort, we rewrote and redesigned the Bank’s visual merchandising system, focusing on goals and benefits rather than accounts and features.
A video, created at the start of the pandemic, strengthened the repositioned branding, highlighting the importance of working with a community bank with the tools and experience to allow everyone to keep their families safe and their businesses running.