Page 9 - BrandBook

Introduction
2. Leveraging the people’s protector/ provider core for a more competitive message and encourage the customers to “Bank Where More For Us Means More For You” or “Bank Where You See Your Money”. With this, the JN Bank brand could defend its territory by highlighting the fact that the profits of the other banks go out of Jamaica while JN Bank stays here to build Jamaica and create more opportunity for more Jamaicans. The bank gets to discuss its policy of using its profits to keep fees low and expanding opportunities for more Jamaicans to achieve. It could also cast the brand in a different kind of light and cause people to pay attention. Right now the brand seems passive or conciliatory.
3. Explaining the “progressive-minded Jamaican” in the context of the question: what does it mean to “help”? Implicit in this is the fact that the person is already doing and you are coming alongside to ‘make it easier’ or ‘make it possible’ by leveraging/offering your services or ‘resources’. This would be a customer affirmation (component of the) campaign, where messages celebrate the spirit and fortitude of the customer who doesn’t wait around but is actively engaged in getting stuff done. Then it shows how over the years JN has been helping - coming alongside to help make it possible.
a. “Bank Where Help is Built In” this content could be two-fold in that customers could testify to the help they recieved from JN (over the years) while the bank could also tag stories of customers who
exemplify the characteristics of ‘progressive-mindedness’, tenacity, mental fortitude and a will to never give up.
CORPORATEBANKING:
5. Using the Vision 2030 and JN’s role
as an Advocat for a better Jamaica, the message for this market segment would have to appeal to the large corporation that is looking for a partner that understands the goal of building a Jamaica we can all be proud to live in. It is the company that can understand the value of good corporate social responsibility, one that is using technology to drive change and efficiency. One that is optimistic about the power of the Jamaican fearlessness to make a better life possible.
a. “The Bank of choice to... Do Business” - with this messaging and campaign, JN Bank is able to tell its compelling story of its roots and the enduring commitment to building a Jamaica that all Jamaicans can love. The work that is done by the JN Foundation can also be featured to help reinforce this message.
Brand Essence
MARKETING OUTSIDE OF JAMAICA:
4. Introducing the “family” and the “diaspora” “connection” (which is a key brand benefit) message that supports the other components of the brand promise; that of belonging, having a place you can be anchored and people who you can lean on wherever you go/are. This is where the JN Bank representative offices can be highlighted both in Jamaica and in the
diaspora.
a. “Bank Where You Are Family” the message that supports the notion that you belong and people know your name. The bank where you can bring a piece of yam to cheer up a teller (rural flavours of the bank);
b. “Bank Where it Feels Like Home” this gives the brand a chance to be part of that notalgic longing to which the diaspora residents can relate. It is also supposed to make the member who is travelling know that whether they are away on business or personal travel the bank is as good as your preferred branch back home.
There is also an opportunity to rename your products to match the brand essence/ promise/keywords so that the target audience can easily identify with the products that are tailored to them. This will strengthen the brand’s ability to connect with people at the point of their need.
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