National Penn

DISCIPLINES

Brand Development, Brand Inside, Strategic Planning

CATEGORIES

Financial Services

Challenge

Rather than be just another “me too” bank, National Penn had to find a niche that truly set them apart in the minds of their customers.

As a mid-sized bank with offices in central Pennsylvania, National Penn was being squeezed between large national banks and small community banks. Most banks National Penn’s size had adopted positionings that were essentially the same: large enough to offer the products of a big bank, but small enough to provide the exceptional customer service of a community bank. So GKV conducted hundreds of customer and employee interviews and discovered something that truly set National Penn apart.

National Penn employees not only provided professional service, but they also got to know their customers, making them very adept at anticipating future needs. These employees went “beyond the expected” for their customers.

Learn it. Live it.

Our job was to ensure that it wasn’t just isolated individuals who went “beyond the expected,” but that it was woven into the very culture of the organization. GKV used its Brand Inside methodology to develop and conduct brand experience workshops.

This program provided employees with distinct roles in changing their environment. It emphasized that it’s the small moments of truth that make the biggest difference. And it outlined the Keys to Success, including a new CRM system and updated recruiting, training, and performance review processes that better aligned with the brand promise of going “beyond the expected.”