CASE STUDY: An audit of a private sector bank for digital and brand transformation
A major Indian private sector bank which aimed at expanding across the country and targeting a new set of audience for sustainability was looking for guidance regarding their digital transformation.
About the client:
A major private sector bank in India with more than 1000 branches across the nation.
The client wanted to expand their branches across the nation. Simultaneously, to achieve sustainability, the client had to target a new set of audience. But before initiating the process of expansion, the client wanted to evaluate their own brand so that they can transform their brand if required.
Initially, we visited multiple branches of the bank to interview the key stakeholders to map their expectations from the brand. Meanwhile, we started interviewing their existing set of customers to understand the nature of the digital usage of the bank’s products and services, and also the customers’ perceptions about the brand. Lastly, we evaluated all their internal and external communication materials, including their corporate communications, across all platforms (digital and non-digital).
We had two recommendations for the bank. They could restructure their marketing department. Alternatively, the key-stakeholders could train the existing team so that they become more aware of the domains they were working on and their vertical/business heads become experts in their domain.
We asked them to keep their internal and external brand communication consistent in terms of design and tonality. We recommended that they create a brand manual and set the guidelines accordingly.
Additionally, we also gave our suggestions for optimization of their digital assets, before they consider expanding their business and reach.