Top Bank
Finance and Professional Services Branding: Making banking simpler to help you succeed
The rebranding of Top Bank (formerly known as Country Builders Bank) a finance and professional services company was the result of new ownership. The new owners were keen to update the bank’s business model and image by adopting new technologies, new processes and a new brand. By embracing innovation, Top Bank saw the opportunity to improve security, compliance and re-engineer the customer experience. By embracing branding Top Bank could refresh their image, attract new customers, and create more a consistent brand.
The name ‘Top Bank’, came from the owners, who were looking for a disruptive name that worked with online search. Tangible task was to build out the purpose, values and brand expression for a bank whose ambition is to grow from a Rural Bank into a tech-savvy brand that is well placed for the digital banking revolution in the Philippines.
Research enabled management to better understand how to position the new brand with new and existing customers. Too much tech may alienate existing customers (both retail and business bankers) and too much tradition may not resonate with a younger demographic looking for more relevant products and services. The answer was friendly and simple.
Marketing & Communications
Research pointed us towards a friendly personality that could illustrate financial services that were customer centric and simple to engage. The Philippines has a plethora of personality led lifestyle brands, so we took a different approach with illustration leading the way to simple solutions to help customers succeed, whatever their financial needs. The logo is a dependable counterpoint with the ‘Castle T’ building in reliability. The three crenelations represent the three values of the bank to remind staff of their Service Principles.
People & Culture
Those three crenelations were reinforced through Top Bank’s Service Principles. Making success simple, was translated into three Service Principles: ‘Make it Easy’, ‘Make it Personal’, and ‘Make it Secure’. With these in mind, a new era of financial services doesn’t seem so scary, it simply means delivering meaningful products through multiple channels both old and new.
Products & Services
As Top Bank had applied for ‘Saving Bank’ status, Tangible reviewed how the bank could present a potential new suite of capabilities. Tangible then designed both the Credit and Debit cards as well as the new cheque-book and passbook for the bank.
Spaces & Places
During Phase 1, Tangible conducted a Brand Audit of the existing branches to better understand staff and customer interactions and recommend operational areas to improve. The result was a framework to better utilise space, integrate new technologies, and improve the customer experience. Tangible also developed the signage package for the refreshed branches.
