The FMS Process
Our process is focused on discovering the essential and letting it guide the way forward. We lean on 4 overarching steps to steer the way. At the heart of the process lies a transparent, iterative and collaborative approach that sets the stage for a successful partnership
1
Discover
We never assume the answers when it comes to a client's brand. Successful branding is a reflection of who you really are. In order to do that, we need to listen and learn. We survey team members at every level of the organization and conduct focus groups with employees, leadership, customers and non-customers, in addition to competitive analysis and a thorough review of current communications. We identify the existing and emerging brands, challenges and opportunites, and the organization's personality. This is how we discover a client's brand. It's not the easiest way, but we think it's the only way that really works. This part of our process sets the stage for developing a successful strategy and building a brand that is relevant and successful.
2
Define
Once we've done discovery, we can define the brand. For our creative team, this is the fun part. We build everything that people will see and hear and touch. For most of or clients, this includes brand language (promise, mission, vision, story, values), brand identity (logos , badging, colors, type, imagery, you get the idea), integration of brand into culture, and campaign development. This is all delivered in one big, beautiful presentation. It's a fun day.
3
Deliver
After the brand is defined, it has to be delivered, both internally and externally. Internally, this will include things like brand guidelines, brand orientation, employee recognition concepts, internal brand launch, and training employees on how to communicate the brand. Externally, delivering the brand will include mass media, digital marketing, social media, retail merchandising, community initiatives, collateral, direct mail, nontraditional brand activations and branded content. All of this in service to the organization's opportunities and strategic goals.
4
Develop
Building a bank's brand is not a project. It's a continual effort of refining and development over time. This includes ongoing evaluation of the brand, evolution of brand guidelines and campaign development, internal and external sustainability, review and revision of branding and marketing strategies, continuous relationship with the bank's marketing team, annual reviews with leadership and leveraging of new opportunities and market shifts, resulting in increased value and business growth.
Testimonials
Our partnership with Financial Marketing Solutions has been invaluable. As a fourth-generation family bank, we take pride in building on the legacy that came before us while preparing for the future. Working with FMS helped us ask the tough questions about what it really means to be a family-owned community bank – not just for our customers, but for our team. Through our partnership, they challenged us with the right questions, helped us strengthen our internal culture and deepen the connection with the communities we are proud to serve.”
Jeff Austin III, Chairman of the Board, Austin Bank
We couldn’t have made Wellabe happen without the support and expertise of the FMS team. And it never gets old continually hearing how much everyone loves our brand, how transformative it’s been for our company, and the positive impact it continues to make. It’s the most beautiful, meaningful brand ever!”
Debbie DeCamp, Chief Brand and Communications Officer, Wellabe
I have had the distinct pleasure of working with the team from FMS over the past three years on the Brand positioning for Country Bank. Their exceptional talent and deep expertise set them apart from any other agency I’ve worked with. What truly distinguishes FMS is their exclusive focus on the financial services sector. This specialization allows them to seamlessly integrate with our team, becoming an invaluable extension of our own efforts. They provide not only strategic marketing insights but also comprehensive planning and execution support.
If you are seeking a partner who delivers a well-rounded approach to bank marketing, I wholeheartedly recommend FMS. Their exceptional capabilities and dedication make them a standout choice in the industry.”Shelley Regin, Chief Marketing & Community Relations Officer, Country Bank