Branding Case History
When Chatuge Bank Shares Inc., the holding company of Bank of Hiawassee, Bank of Blairsville and Bank of Blue Ridge, embarked on a re-branding campaign, Apple PR developed a campaign that would take the three banks' disparate brands and streamline the look and feel to demonstrate the familial relationship between the three and their holding company, while maintaining the integrity of the three individual brands.
The first step in rebranding a company is internal buy-in. After all, some your most influential "public" works for you. Apple created an event to introduce employees to the new brand and build excitement throughout the organization about the new look and feel of Chatuge Bank Shares Inc.
We scheduled a "Branding Blitz," complete with "Brandits" who stormed into each bank branch dressed in outfits stamped with the new logo. The Brandits overtook all elements of the old brand—signage, business cards, stationery, coffee mugs, pens—you name it and replaced everything with items sporting the new logo and brand.
External rollout of the new brand began immediately afterwards, and the employees were an important part of smoothing the transition to the new colors and logo.
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