The nobility of the financial monobrand
The Polish National Clearing House (KIR), although little known, is one of the largest and most important financial institutions in Poland. It asked us to consult the coherence of the strategy between different types of conducted business and individual products. We were also supposed to help in translating the strategy into specific activities, including, in particular, the branding strategy.
KIR is a huge institution that operates in many different sectors of the Polish settlement market. Both as a corporate brand and owner of numerous products and services on B2B and B2C markets. The quality of various communication and marketing materials differed from the quality and modernity of services and products offered by KIR. Our task was to modernise the image and branding of the brand that is in a difficult and unclear category. Organising the brand portfolio. Development of guidelines for the redesign process.
As a result, it was concluded that the key to the development of KIR’s strategy is the maximum consistency of the branding system and basing image building on the corporate part of the business. The size, credibility, and professionalism of KIR has become the basis for the development of all kinds of marketing strategies within the brand’s portfolio. At the level of the branding strategy, the focus was on a monobrand with descriptors. This solution emphasized the institutional (not commercial or consumer) nature of the brand.