Challenge

For more than 10 years Sunrise Banks operated a group of independent banks all serving a specific niche offering banking services to underserved urban communities. The company made a strategic decision to consolidate its independent bank charters under a single bank charter, creating a single bank. Creating an aligned leadership team across all of the individual banks was the lynchpin to the success of this important strategic decision. An aligned leadership team was the first step in a process to aligning all employees to embrace the “Sunrise Way” to guide their daily behaviors.

 

Approach

Brand Tool Box developed a three-prong approach to helping Sunrise Banks achieve their objectives. The first part of the process involved working with the “Bank Rebranding Team”, anchored with key members of the leadership team to develop a brand platform that describe the authentic qualities of the “Sunrise Way” in practical terms that supported the bank’s distinctive market position. Developing the “Sunrise Way” guiding principles produced an unexpected team building experience for the leadership team reinforcing their commitment to a common vision for the success of the bank holding company.

Brand Tool Box developed a new corporate identity for Sunrise Banks that resonated the important qualities described by the “Sunrise Way.”

The final step was to implement the Brand Tool Box Internal Brand Building program with all employees of the bank. At the core of the program was delivering powerful internal alignment sessions of the Brand Tool Box Brand Alignment workshop that provided each employee with a clear understanding of how their “personal brand” can align with the brand of the bank, the resulting alignment will enable each employee to make a difference everyday with a customer – a result that benefited customers, each employee and the bank.

 

Results

Our work with Sunrise Banks resulted in a strong brand both inside and outside the organization. The bottom line is that the banks captured the power of engaged employees to fuel their sustainable growth and grow their market share in each of their individual markets. In addition the bank has produced year-over-year substantial improvements in their key performance indicators.