Finding Your Focus

What Really Sets Your Brand Apart?

Despite promoting many a proud collection of capabilities and achievements, the distinctions between competitors in most industries is still extremely narrow. That’s why I suggest a different approach. Discover what I mean. -more-

  • Feature

pdf file available

Firstbank - First Federal Bank Of Texas

Introducing new brand and positioning

Powerful Brand Difference Photo


First Federal Savings and Loan had survived in local banking for over 80 years, but new leadership wanted more than survival. They expected growth. They wanted to make a difference in community awareness. In consumer interest. In deposits. They wanted change.


The decision was made to rename the institution as a bank and to initiate a communications program to help First Federal reestablish itself as a significant player in the local financial community. Complicating the challenge was a limited budget, little existing audience awareness and an elevated level of local activity from both large and small competitors.


Working as the brand communications specialist in their re-introduction team, Cornerstone helped the client develop a unique brand strategy that integrated the strength of their past with a strong, customer-focused positioning for the future. Its first visible application was the adoption of the personal, yet professional, consumer brand "Firstbank."

Built on the foundational brand promise to put customers' "first things first," the entire basis of the bank's visual and relational presentation was restructured. A new logo, signage and literature program was intentionally designed to use color, type and layout to quickly attract and engage potential customers to a changed approach to banking. Now, turned over to their inhouse communication department, the bank has the tools necessary to make a difference in an aggressive financial marketplace.


Other Campaign Elements:

Sign, Print Ads, Literature, Radio & TV Spots, Direct Mail, Statement Stuffer, Web Content, Point-Of-Sale, Promotional Items