Branding and Identity
What We Do:
Branding is more than a logo. Branding is the essence of who your business is. Branding is made up of 4 main areas:
The branding process with Adelsberger Marketing breaks into three parts: Research, Creation, and Execution.
Research: We work to understand your company, customers, and place in the market.
Creation: We create through developing critical pieces of your identity - position, messaging, identity, & visual branding.
Execution: We work with you to roll out that new branding into all aspects of your business.
Why It's Important:
Having a professionally executed brand has many benefits for your business. A clear and professional brand allows your customers to identify your company and builds trust with new consumers. A true brand originates from the identity of the company, so having it defined will allow you to build the company around an anchor point, both for customers and employees. If you ever seek to sell the business, a complete brand will add value to your business in a transaction.
Visual Brands We Have Created:
Case Study: Foundation Bank
Adelsberger Marketing has a history of partnering with Foundation Bank. For over six years our work with Foundation Bank and its various entities, stepping into the role of consulting for their branding and marketing over the past 12-18 months.
In July 2023, the Adelsberger Marketing team sat down with Foundation Bank for a strategy session – mapping out the branding vision, services, and implementation of the rebrand by understanding the identity of the bank and its core values.
- What We Did:
In addition to learning about Foundation Bank’s long history as a community bank, beginning as McKenzie Bank and Trust in 1934, we mapped out a plan to work with their leadership team to create an entirely new logo brand kit that included logo, fonts, colors, social media templates, business cards, envelopes, letterhead, folders, and logo animations.
- Challenges:
While this project was ultimately a success, it wasn’t without its challenges. The first hurdle cleared was helping the Foundation Bank executive team see that their combined naming structure was causing brand confusion in many of their markets. This resulted in the official name change to Foundation Bank (moving McKenzie Banking Company to a sub-brand) making their brand clearer and maintaining a less confusing public presence. While Foundation Bank was initially hesitant to shift from the brick red their customers have known for years, ultimately they knew that a completely new color palette would align well with their brand shift and communicate the freshness they were hoping to bring to the industry. Banking can be a commodity to some people, and a brand can communicate trust and friendliness, while standing out from the competition of other Jackson and West Tennessee banks.
- Unique:
Each client and project is unique in its own way, but with this branding project with Foundation Bank, we were able to take a holistic approach – walking with our clients as they took the risk to go from a name change, to branding and color changes resulting in a full, deep change in their entire branding. It was also uncommon that we were able to think about two separate logos (Foundation Bank and the new sub-brand of McKenzie Bank) needing to work as well as they do separately as they do together.
As this new branding package launched into the market in mid-2024, we have truly been able to see how our design team brought their A-game to create an identity that Foundation Bank can be proud of for the long haul. At the same time, it is notable that as a client, Foundation Bank’s team did a great job in helping move the project forward smoothly. There was no friction during the transition because of the quality of the Foundation Bank team, the trust between Foundation Bank’s team and the Adelsberger Marketing team, and the building blocks our team was able to provide in switching to the new branding effectively.
- What Others Had To Say:
“Adelsberger Marketing’s team took the time to understand our organization first. Doing so better informed their work, giving us both a greater variety and higher caliber of options during our rebranding journey. Their work was well-informed, timely, and excellent.” – Chad P. Wilson, CFP & President, Foundation Bank