solarisBank – Crafting a Dual-Focused Brand Strategy

Creating a brand strategy that positions the brand in the market, but also informs corporate culture

A brand strategy for a great start

Since it was founded in 2015, SolarisBank rapidly expanded, providing innovative banking solutions to digital businesses. Being new to the market, and with a trajectory of growing steadily, there was a need to define a coherent brand strategy that would enhance its position in the competitive B2B financial services market.

From interviews to strategy to culture

SolarisBank engaged Rlevance to develop a brand strategy that served dual purposes: externally to strengthen their market perception and internally to foster a cohesive company culture. The process involved comprehensive one-on-one interviews, internally with C-level executives, and externally with key B2B customers to gather deep insights into the internal and external perceptions of SolarisBank. Based on these insights, a series of workshops were conducted where brand values were aligned with customer needs, resulting in a clear brand proposition. This strategy was supported by communication measures including a testimonial campaign, content strategy, and a recruitment campaign aimed at embodying the brand’s values and goals.

A sticky brand positioning and internal cohesion

The implementation of the new brand strategy significantly enhanced SolarisBank’s market presence and internal cohesion. Our work enabled solarisBank to condense their identity to a brand strategy with one clear proposition that sets the goal for a distinct brand image from an early stage on. Furthermore, we were able to ignite a company culture that all employees can get behind. The twofold approach – internal and external – proved to be the way to go for a young company with great growing potential.

 

Are you faced with similar corporate challenges? We would love to hear about them.

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Rlevance helped us to reflect ourselves and create a brand and a culture that is made for the future.

Marko Wenthin

Co-Founder & Board Member solarisBank

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