New name, “easy” brand
Rebranding to make banking simpler and easier
Name change provides distinctive brand position.
First Federal Bank was facing stagnant growth, declining revenues and shrinking profits. Determined to turn the bank around, the bank’s management team developed a strategy that hinged on expanding into new markets. However, many of the areas where they were looking to expand already had “First Federal” banks in them.
With so much at stake, First Federal called Weber Marketing Group to help plan and execute a distinctive brand, starting with a new, differentiated name.
The name “Vantus” was chosen because it is short, simple, strong and suggests customers enjoy certain “advantages.” To reinforce this notion, the new brand is built around “It’s that simple,” and showcases all the many ways Vantus makes banking and life easier.
The Vantus team looked at dozens of logo options before choosing a look that was bright, clean and simple, with a progressive logo mark and bold red for the corporate color.
Backed by a new vision and values, the transformation from First Federal to Vantus has energized staff and reinvigorated the entire organization, giving them the brand strategy and focus to achieve their future growth goals.
We saw an increase in new household acquisition of 147%, an 86% increase in consumer loan applications and a 25% increase in net free checking accounts in the first year. I think I'm aggressive, but that exceeded my expectations.
Kelly Weber, former VP Marketing Sales Manager