Chesapeake: Brand Architecture for a Growing Portfolio

Case Study
FEATURED PRODUCTS
Published
May 11, 2023

Challenge

With a growing portfolio of brands, Chesapeake Financial Shares needed to develop a cohesive brand strategy and architecture that would encompass Chesapeake Bank, Chesapeake Wealth Management, Flexent, and Chesapeake Payment Systems.

In addition, Chesapeake Bank had recently expanded into new markets and needed to better understand the conviction at the heart of their brand. The bank also wanted to continue to differentiate itself in an industry where many banks were consolidating, and treating customers like numbers.

Our Approach

Brand Federation conducted extensive quantitative and qualitative research to uncover Chesapeake Bank's differentiating stories. The research revealed that the bank had a long history of putting people and businesses they served over profits. Based on this finding, Brand Federation developed a brand strategy centered around the core principle of reciprocity, emphasizing the bank's long-standing dedication to being a good neighbor. 

Brand Federation then guided Chesapeake Bank through a process of selecting an agency to create a communication platform that would bring their brand purpose to life. The resulting platform, Beyond Banking, told a story about how Chesapeake Bank is redefining banking by putting people and businesses they serve first, innovating new products and services, and relying on the relationships they have built over generations of service.

Results

Brand Federation helped the Chesapeake portfolio continue to expand while staying true to its values and commitment to its customers.With a newly codified foundation of a cohesive brand strategy and architecture, Chesapeake Financial Shares has continued to grow and prosper.

The brand purpose of reciprocity and dedication to being a good neighbor resonated with customers, and the bank's commitment to serving its communities helped differentiate it from other banks. The Beyond Banking communication platform effectively communicated Chesapeake Bank's brand purpose and differentiated approach to banking, helping to reinforce its reputation as a trusted financial institution. Overall, the work that Brand Federation helped the Chesapeake portfolio continue to expand while staying true to its values and commitment to its customers.

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