Together BLKB and Branders worked on a comprehensive strategy to strengthen the brand.

Background

BLKB is one of 24 Cantonal banks in Switzerland. These Cantonal banks have a long tradition in the nation and date back o the era of industrialization. With a few exceptions, most Swiss Cantons continue to retain a Cantonal bank to this day. Nowadays, the banks are autonomous to a large extent, although they are all members of the Association of Swiss Cantonal Banks, which regulates certain superordinate themes such as the basic requirements of the brand image.

The majority of the banks are owned by their respective Cantons. From the outset, they enjoyed the reputation of being particularly trustworthy and secure institutions and could therefore profit from this image strongly during the banking crisis in 2008. Yet time-honored tradition has also bestowed a number of Cantonal banks with a somewhat fusty and old-fashioned image. They are not seen as being very innovative and dynamic.

As a result of ever-growing competition, BLKB decided to reposition itself in order to be perceived as a modern and competent finance partner. Branders advised and supported Basellandschaftliche Kantonalbank in its strategic repositioning and reworking of the brand image.

After conducting an in-depth brand and market analysis Branders and BLKB jointly developed a new brand positioning and identity that comes alive in the new brand visualization.

BLKB offer a wide range of products and services for both companies and private customers. This broad professional competence is combined with an enduring commitment to the region. BLKB's values are summarized in the new brand core "My Sparring Partner". The brand core serves to accentuate BLKB’s new positioning as a challenging partner on an equal footing with its clients, with an authentic and alert approach, and a high level of professional competence.

The basic strategic approach and the core concept of the sparring partner are visualized in the new brand appearance. The images employed display people in their everyday lives and mastering common challenges. People who are on close terms with friends and family. A main element is the use of black-and-white photography which serves to distinguish the bank clearly from its contenders and carries a high recognition value with it. Overall, the new imagery remains close to the people yet is fresh and modern.

In addition, illustrations are combined with the new imagery in recurring constructive elements. Graphic elements that represent client dreams, aims and desires. These serve to symbolize the added-value of the partnership.

The illustrated components are combined with the black-and-white images to create a singular and individual theme, which puts its stamp on the entire overall appearance. That visual appearance is enhanced by the contrast between monochrome photographs and colored illustrations.

With its reworked visualization Basellandschaftliche Kantonalbank substantiates its new position as a competent sparring partner. The new brand appearance flows into all points of contact: advertisements, posters and brochures.

The recurring advertising theme is that of an authentic and competent partnership on an equal footing.

BLKB as a sparring partner – in print and electronic media, in branch offices as well as in sponsoring.

To give the BLKB brand an enduring value it has also been communicated inwards. Based on the concept created by Branders, BLKB revised its newsletter, which not only introduced the new appearance to the employees, but also communicated the redefined brand values.

In 2011, the new brand appearance won a ReBrandTM100 Global Award. This is the most renowned branding award and is presented annually in New York. Prizes are awarded to the most successfully rebranded 100 brands worldwide.

Website: http://www.blkb.ch

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