Giving birth to a brand driven company culture for solarisBank

2016

Keywords: Brand positioning,
company culture, startup,
B2B, banking

Founded in 2015, solarisBank supports digital businesses by providing unique banking solutions, allowing these businesses to offer innovative financial services to their end customers – a concept that caught on fast. Within the first 12 months, the company expanded from a team of 10 to a workforce of 70, with more than 20 nationalities represented. Being new to the market, and with a constantly growing team, solarisBank asked Rlevance to set the right direction for their brand image right from the start, and to lay a solid foundation for a company culture that could withstand continuous growth.

We designed a lean process that suited the requirements of a fast-moving start-up and then guided solarisBank through it. First, by conducting a series of interviews with solarisBank’s management, we illuminated the company’s internal beliefs and strengths and its general approach to the market. Then, with another set of semi-structured interviews, we dove into the perspective of their B2B customers.

Based on these insights, we conducted a series of co-creative workshops with a cross-functional team to define the brand purpose and brand values. After completion of the brand strategy, for which we created an array of implementation ideas – ranging from internal culture to customer experience to communication – we set out to get all employees on board. We designed a workshop that gave employees the chance to interpret the brand’s central values and thus create a sturdy foundation for the company culture.

With our help solarisBank established a definite direction from at an early stage on. Ultimately, we were able to ignite a company culture that all employees can get behind – one that focuses on company values that derive from its own unique form of self-understanding.

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