Dec. 3, 2008 at 10:04am

New branch: Stick with our “brand,” or create something unique?

Posted by Kurt Jacobson in The Power of Creativity
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When do you set the standards aside and create a special look? Brand recognition increases when your ads look alike. But the effectiveness of any single ad increases when it uses every trick.

When you open a branch in a new market where people don’t know your credit union’s name, let alone the “brand,” you can do something uniquely effective.

That’s what Tacoma-based Sound Credit Union did when branching into an entirely new market. Sound’s “brand-look” ads have all looked like this with textile patterns and a breezy tone more appealing to young women:

The problem Sound faced was its new branch is somewhat hidden and has a street address nobody recognizes. The opportunity was that it is on the city’s major thoroughfare and right behind Denny’s, a highly recognized local landmark. It is also across the street from the popular new Panera bakery. So, Sound deviated from the brand look to make the individual billboards more effective.

This billboard shows a cup of Denny’s coffee and a napkin with a hand-drawn map showing the Sound branch right behind Denny’s:

The second billboard shows a Panera sandwich with a similar napkin:

When do you deviate from the brand look? Are you reaping benefits from consistency or are you a slave to it?

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