Why 150-year-old Union Bank needed to rebrand: ‘Your details matter’

Many businesses are realizing the need to know more about their customers, and the financial industry is one where attention to detail is paramount. When 150-year-old Union Bank decided to rebrand, it looked to its clients to steer the ship.

A research-informed campaign highlighted the tie between the financial institution and its customers, showing how Union Bank’s expertise helps them achieve financial success, and what that means to each individual.

At a time when banks are closing branches, San Francisco-based Union Bank invested in creating a modern, in-branch experience, complete with a new website, TV commercials, billboards, social and digital ads.

“The focus of this rebrand is our clients, how Union Bank takes the time to understand each client’s unique situation and financial goals so we can partner with them on their financial journey,” said Maha Madain, Union Bank’s head of enterprise marketing. “In a crowded marketplace, we wanted to differentiate ourselves and what sets Union Bank apart is that we take the time to understand the special details of each client and tailor solutions to meet their needs.”

For a heritage bank, changing focus involved a two-year process, complete with in-depth research of clients and prospects designed to assess their perception of financial institutions and banking needs. That included focus groups and meeting with leaders in the organization to understand what the bank did best.

“What we learned was people don’t want to be treated as average – no real surprise there. We also learned people want a bank that listens to them and has their best interest in mind,” said Madain.

Working with agency Campbell Ewald, the bank decided on the focus of ‘Your Details Matter’ to highlight that everyone is unique and their details influence their life journey, according to Madain. The campaign positions the bank as one that helps customers reach their financial potential.

The 60-second spot urges people to go beyond their financial potential, beyond the superficial, beyond the office, to find the details that make each person unique and find their best financial selves.

“We’ve heard consumers can often feel like a data point, so this campaign focuses on the personalized services and experiences clients receive at Union Bank, which we think is a real differentiator in the marketplace,” said Madain.

Aside from the ads, Union Bank hopes the new website, plus redesigned branches, hosting convenience kiosks to cut down on teller lines, instant debit card issuance and hospitality bars will win over a new generation of customers.

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