CASE STUDY: Brand Auditing & Recommendations for a Private Sector Bank

Abstract:

A major Indian private sector bank which aimed at expanding across the country and targets a new set of audience for sustainability also looking for guidance for their Digital Transformation.

About the client:

A major private sector bank in India with one of the largest branch network among private sector banks, one of the top 10.

Brief/Initial Discussions:

The client aspired to expand its presence & target a new set of audience to achieve sustainability. But before starting the client wanted to evaluate their own brand and looked for recommendations for their Digital & Brand transformation.

Approach:

For the initial period, we went to client’s location to interview the key stakeholders to map their expectations of the brand. Meanwhile, we started interviewing their existing set of customers, by visiting various locations across India, to understand their digital usage and perception about the brand.

Next, we evaluated all of their internal & external communication materials, including their corporate communications, across all platforms (digital & non-digital). We also created a perceptual map by analyzing their online activity and engagement, to see how they are positioned vis-à-vis the competitors. We created the brand pillars & used Hofstede Onion Theory, to map the brand for all the stakeholders. During this whole process, we also extracted keywords of brand associations (w.r.t their customer’s feedback)

Additionally, an analysis of all touch points was done to map the delivery of the brand.

Recommendations:

Based on our study/observations, our recommendation was in two folds, first, the brand was recommended to restructure its marketing department, as during our visits it was evident that each department was working in silos, thus making the overall brand communication inconsistent across different platforms. Alternatively, the key-stakeholders were also asked to train the existing team so that they become more aware of the domains they were working on, and the vertical/business heads become experts in the domain they are responsible for.

Secondly, we asked them to keep their brand communication consistent, applicable for both internal & external (in terms of design & tonality), thus recommending them to create a brand manual & set the guidelines accordingly.

Additionally, we also gave a recommendation on how they can optimize their digital assets, before considering expansion to its new target audience.