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The introduction of new dynamic players from the fintech industry was not the only element leading to fierce competition for NKB. The regulatory requirements, and the negative interest rate environmentally contributed to a challenging market environment.
What should an established and traditional bank stand for, if it still wants to play a relevant role in people's lives in the future?
Hotz Brand Consultants supported Nidwaldner Kantonalbank in its search for a strong, inspiring idea that would create meaning internally, motivate the employees, and give new impetus and attractiveness externally. The answer: a positioning with high relevance for local stakeholders – and beyond.
In several workshops together with the management, the market environment, the company’s as well as the customers’ needs were analysed. Based on the insights gained, it became clear where the bank's special features and strengths overlap with the needs of its clients: in creating opportunities for each individual.
Nidwaldner Kantonalbank has always provided relevant benefits for concrete needs in the lives of the people of Nidwalden. As a local bank with strong roots and close personal ties, it therefore takes on the role of ‘potential developer’ and ensures that its customers make the most of their opportunities. With the right solutions at the right time, for a lifetime.
To ensure that the new positioning could be communicated simply and effectively to customers, Hotz Brand Consultants translated it into a claim that briefly and succinctly expresses the benefits that Nidwaldner Kantonalbank provides to its customers. In just three words, ‘Dynamic. Flexible. Generous, Nidwaldner Kantonalbank conveys what it stands for and what it does every day.
To make the new brand positioning visually tangible, HBC developed a brand design that meets the demanding and versatile requirements of the 21st century.
On 1 March 2017, the design shift took place at the headquarters and at the eight branch offices. As part of this launch, Hotz Brand Consultants developed a cross-channel communication strategy. The aim was to effectively communicate the launch of the new brand identity to the general public and direct them to one of the new contact points such as the website, the Facebook page, or the branch offices. This enabled the public to come into contact with the new brand identity several times in a very short period and to experience the new positioning.
The newly defined positioning forms the core for the orientation of all future business activities and must be made perceptible at all brand experience points. A fundamental mind shift took place throughout the entire company towards becoming a proactive potential developer in all phases of life.