Challenge
Imperial Bank was an $8 billion business bank comprising more than 20 highly entrepreneurial business units nationwide. The price the Bank paid for each group's independent thinking and desire to address niche issues was a highly fragmented brand identity. Though the management team knew it had to clean up its act, they met with great resistance.

Approach
By interviewing the division leaders in the strategic planning phase and involving them in the process of developing a comprehensive brand strategy for the entire Bank, we were able to harness the power of their entrepreneurial spirit to fuel internal adoption of the new brand. By incorporating their input, not only were they brought into the process but their input led to a true, believable and powerful new brand for the Bank. Their individuality was embraced and their entrepreneurial culture was validated as an outstanding benefit to clients.

Results
Careful planning drove a strategy that allowed consistent brand elements to thrive across multiple business units. Imperial's new brand was both cohesive and compelling, giving voice to the Bank's unique roots and business strategy, while appropriately positioning it against larger competitors with customer-focused brand attributes, messaging and values. Clients gave voice to their appreciation of the brand and the organization, with acquisition, cross-sales and retention increasing as individual business units leveraged a common platform for growth.


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