Fine-tuning brand direction for new audience acceptance

Northrim Bank generated awareness and preference by re-focusing its strategic branding and communications platform on business customers rather than a traditional consumer market.

The Challenge

Operating in tough economic environment for lending, this community bank was solvent and ready for loan transactions to business. Finding a way to communicate this message in a negative financial news media environment was essential to success.

Strategic trust:works Insight

It was difficult for Northrim to build the trust necessary for a business market when the bulk of its marketing highlighted “Free Checking” to low-intensity relationship consumers. With an aggressive goal to grow commercial loans with higher intensity business customers, managerial competence and integrity offered the most persuasive message.

The Nerland Solution

The brave:works “Achieve More” campaign was a clear departure from Northrim’s previous marketing, illustrating the bank’s position as a dynamic leader in the business development community. Proof points demonstrated the fact that Northrim had both money to lend and marketplace expertise to share.

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