Brand Pyramid
Voice & Tone Guide
The problem:
Despite having been around since 1976, Bankrate had never really established its brand identity. This lack of self-discovery was a contributing factor to our poor awareness scores, share of voice, and brand loyalty.
Despite having been around since 1976, Bankrate had never really established its brand identity. This lack of self-discovery was a contributing factor to our poor awareness scores, share of voice, and brand loyalty.
The solution:
I led a brand sprint with cross-functional senior leaders, during which we rallied around our brand's values, analyzed category white space, aligned on our emotional and functional benefits, and more. The Brand Pyramid and Voice & Tone Guide were the output of these extensive conversations. Its genesis gave Bankrate a clear identity and provided the bedrock upon which our entire marketing and communications strategy is now built.
I led a brand sprint with cross-functional senior leaders, during which we rallied around our brand's values, analyzed category white space, aligned on our emotional and functional benefits, and more. The Brand Pyramid and Voice & Tone Guide were the output of these extensive conversations. Its genesis gave Bankrate a clear identity and provided the bedrock upon which our entire marketing and communications strategy is now built.
The results:
The crystallization of our brand identity was the springboard for our first national ad campaign since 1999. This strategic investment led to impressive brand wins, including a 120% increase in branded search, a 2-point improvement in awareness among Millennials (our target demo), and over 1.5 million clicks to site.
The crystallization of our brand identity was the springboard for our first national ad campaign since 1999. This strategic investment led to impressive brand wins, including a 120% increase in branded search, a 2-point improvement in awareness among Millennials (our target demo), and over 1.5 million clicks to site.
Roles:
Content strategy
Brand strategy
Branding
Copywriting
Brand strategy
Branding
Copywriting