Tru by Hilton
Creating a game-changing brand to redefine an entire category
Opening the window for growth with a new name and competitive positioning
Questions
New Mexico Federal Credit needed a new name and competitive position to meet aggressive growth goals. We helped them answer the following strategic questions:
- What name will allow us to attract members beyond our core?
- What is the decision-making process that prospects walk through to choose a bank?
- How can we evolve the equity in our brand to increase the affinity for our offerings?
- How do we evolve our culture to stay in step with our evolution?
- How can we proactively measure our brand performance to demonstrate success?
Approach
From research and strategy to creative and engagement, our approach was multi-faceted, yet outcome-focused. It included:
- Competitive and trends analysis
- Rigorous primary research
- Brand strategy development
- Competitive positioning/ brand pillar development
- Messaging
- Visual expression and identity
- Employee engagement
- Communication strategy
- Bringing the brand to life
- Marketing execution
- Naming
- Customer touchpoint journey
- Experiential design
Results
+ 36%
Increased lending volumes
+ 63%
Increased deposits
+ 9%
Increased membership
Increased
organizational knowledge and alignment meant huge increases in lending volumes and deposits.
Value
“Thanks to The Brand Consultancy, we have a solid understanding of our market’s needs and the unique value we can bring them. After rolling out the new name and brand, we experienced a 9% growth in membership over what we experienced the year before. We also grew our lending volumes by 36% and deposit growth by 63% over the previous year. We equate that with our increased organizational knowledge and alignment, based off the branding work that was completed and implemented with TBC.”
SVP Strategic Marketing and Development
Questions
New Mexico Federal Credit needed a new name and competitive position to meet aggressive growth goals. We helped them answer the following strategic questions:
- What name will allow us to attract members beyond our core?
- How can we evolve the equity in our brand to increase the affinity for our offerings?
- How can we proactively measure our brand performance to demonstrate success?
- What is the decision-making process that prospects walk through to choose a bank?
- How do we evolve our culture to stay in step with our evolution?
Approach
From research and strategy to creative and engagement, our approach was multi-faceted, yet outcome-focused. It included:
- Competitive and trends analysis
- Brand strategy development
- Messaging
- Employee engagement
- Bringing the brand to life
- Naming
- Experiential design
- Rigorous primary research
- Competitive positioning/ brand pillar development
- Visual expression and identity
- Communication strategy
- Marketing execution
- Customer touchpoint journey
Results
+ 36%
Increased lending volumes
+ 63%
Increased deposits
+ 9%
Increased membership
Increased
organizational knowledge and alignment meant huge increases in lending volumes and deposits.
Value
“Thanks to The Brand Consultancy, we have a solid understanding of our market’s needs and the unique value we can bring them. After rolling out the new name and brand, we experienced a 9% growth in membership over what we experienced the year before. We also grew our lending volumes by 36% and deposit growth by 63% over the previous year. We equate that with our increased organizational knowledge and alignment, based off the branding work that was completed and implemented with TBC.”
SVP Strategic Marketing and Development
