The Challenge
Secure Trust Bank approached us for urgent assistance in reversing a declining customer base – starting with a massive culture change programme for company leaders and employees to make the company a more relevant choice for its customers.
The Solution
Research and evaluation identified a gap between the existing brand / employee culture and that desired. We redefined the brand to create a ‘friendlier’ positioning. We worked closely with the leadership team to identify and develop internal and external brand values designed to bring the brand closer to the customers. In addition to a robust change management programme, we worked with company leaders on their own communication and presentation styles and developed a range of ‘back to the floor’ tactics to ensure they ‘walked the talk’ and got immediate feedback from employees at the customer edge. We then brought this to life through the development of a new identity and internal workshops and training programmes, a company conference and new internal processes. Online training and information channels were developed to ensure a continuous support programme for the new brand values.
The Result
Employee survey results confirmed a significant increase in employee satisfaction levels and understanding of the brand.