NCB is a fast-growing financial services organization headquartered in Washington D.C. with offices in Alaska, California, Connecticut, Ohio, and New York. After a period of dramatic growth, NCB began to experience several “brand challenges.”
There was a distinct need to define NCB’s brand within the organization, to determine the brand’s relevancy amid recent industry changes and centralize the use of NCB’s brand.
To gain a better understanding of NCB, Brand Tool Box completed a thorough brand discovery. Then, a brand assessment research study with NCB’s constituents (consumers, employers, intermediaries, and employees), was conducted to determine their perceptions of the brand, and what is important in their relationship with the financial services organization.
We developed a brand strategy that united the organization and made it relevant in the marketplace.
Following the brand strategy development, NCB felt it was important for employees to understand and be enthusiastic about its newly defined brand. To accomplish this, we implemented a four-phase Internal Brand Employee Engagement Program throughout the organization.
By working with Brand Tool Box, NCB has a common, robust definition of its brand that is not only relevant to all of their constituencies, but also allows the organization to get credit for its ingenious work in the financial services industry.