Page 8 - BrandBook

Introduction
Brand Essence
CLASSIFIED AD
DOWN-TO-EARTH, FEARLESS PROTECTOR/PROVIDER LOOKING FOR PROGRESSIVE-MINDED JAMAICANS WHO WANT TO ACHIEVE.
THIS BRAND PROMISE
With this promise we can make a call-to-action to every Jamaican who is hardworking, ambitious and loves to enjoy life. And we assure this person that we are easy to talk to, we will bat for him/her and offer the stability, expertise, wisdom and a plan for you to achieve and keep on achieving.
THE BRAND ESSENCE:
Down-to-earth
This speaks to the inclusive nature of JN Bank and the ability to connect with every kind of Jamaican but particularly the Jamaican that most banks and financial institutions often don’t do business with. This is complemented by the brand’s flexibility in the way solutions are designed as well as the unique ways in which the customer experience is dynamically curated from urban to rural branches.
Embedded in this Fearless quality are other attributes characteristic on JN Bank such aas boldness, courage, perseverance, optimism and the restless pursuit to find a way to make things better for Jamaica and Jamaicans
wherever they may be. He is bold enough to take risks and do and try things that others are not prepared to do, which is where we experience his inventiveness and appetite for innovation.
In his role as provider, he offers stability, support, wisdom and guidance. With hints of a grown, older responsible sibling or a young parent he engenders an atmosphere of belonging for all who cares about. This people’s protector is considerate, makes decisions carefully and uses leadership acumen and tenacity to advocate for the betterment of those he cares for, the wider community and the nation. His provisions extendbeyondJamaicamakingiteasyfor loved ones who have to leave home to stay connected, especially if they are in Canada, the USA or England. He is a planner, keeping a pulse on the way things are evolving and
HOW THE BRAND COMMUNICATE THIS BRAND ESSENCE AND BRAND PROMISE: There are many options to activate this brand marketing communications programmes. These options include:
1. Focusing on achievement/achiever and leveraging the Bank’s legacy of helping people achieve to open the dialogue about helping others (new customers) do the same and for those who already achieve (existing customers) to focus on the next goal. This messaging can be used to encourage new customers to save with JN Bank if they want to achieve their goals.
a. Headline Message such as “Bank c. For achieving again: “Bank Where
Where Goals/Dreams Are Achieved” or “Save Where Goals Are Achieved”... Another value with such a message is that people who don’t see JN Bank as a place for saving will now have that idea planted in their heads.
b. For the School Savers product: “Bank Where Studying Hard Pays Off” - this could include some testimonials from people who have done it already with a particular focus on the service from JN Bank (leveraging the top-rated customer service from the bank).
One Goal Leads ro Another” - here the content could be linked to products and include scenarios where people whose home ownership is the first goal and the dream car (car loan) is the next goal | orthe second degree is the next goal after the 1st (personal loan or | education loan product if you have one) | may be the dream vacation | or having another child | or even getting married after finishing school.
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