Georgia Banking Company has an amazing brand position — an agile and smart COMMUNITY BANK offering BIG BANK technology and services. The key is that they make every customer feel special — they know your name when you call or walk in, and they understand your business. GBC’s corporate mission is “To be the Bank of Choice.” And, while a great sentiment, it needed something more to stand out. That’s when a CREATIVE BRAND PLATFORM adds tremendous value.
We created a quirky brand character named Joyce who “misheard” the mission stated by CEO Bartow Morgan. She assumes this is just another way that GBC demonstrates outstanding customer service and approachability, and because they are local, Joyce runs into Mr. Morgan in identifiable places all around town.
The Creative Brand Platform takes the concept and expands it from TV to digital audio, social media, and in-branch signage. In addition we created a blog page for “The Joyce of Banking” to help simplify banking services to potential customers. Everything points back to the brand of GBC, and the results have been stellar.