FSBND is a family-owned organization with branches in 10 rural North Dakota communities and a rich history of being a partner to those communities. The bank financially supports youth and civic organizations and participates in funding projects that, while they may not yield optimal returns for the bank, will benefit the communities where it operates.
FSBND wanted its brand identity to be the foundation for its key messages of neighbor helping neighbor, stability, long-term relationships and local, personal service. I began working with FSBND in 2007 to help channel those positives into a brand image that brought out its values-based approach to working with individuals, businesses and agricultural producers.
The positioning statement we created – “Values-Based Banking” –captures that small-town, rural, neighbor-helping-neighbor core of the bank’s personality. It also turned what most people think of banks on its head; this bank doesn’t just value your money; it values you as a person. Copy for marketing and sales materials and online content reinforces that core message.
The solid messaging and positioning we created continues to serve FSBND well.