Initially, Capitol National Bank (CNB) sought a social media campaign to increase audience engagement and foster a sense of community. Upon assessing their brand assets, it became clear that foundational brand development was necessary to establish a consistent voice, tone, and messaging strategy. The objective shifted to identifying brand values, conducting a SWOT analysis, developing mega-themes and key messages, and providing strategic recommendations for social media implementation.

To gather insights, we conducted in-depth interviews with CNB employees and leadership at all levels. These interviews provided a comprehensive understanding of the bank’s strengths, challenges, and unique positioning within the market.

Key interview questions included:

• Can you share a story that highlights CNB’s positive impact?
• What core values do you hope customers associate with CNB?
• How does CNB differ from other banking options?
• What are CNB’s biggest strengths and opportunities?

The branding initiative targeted CNB employees and leadership to ensure the bank’s internal culture aligned with its external messaging. This foundation allowed CNB to better communicate its brand to current and potential customers.

1. Interviews and SWOT Analysis:
   • Conducted employee and leadership interviews to assess perceptions of the brand.
   • Developed a SWOT analysis to evaluate CNB’s internal and external positioning.
2. Mega-Themes Development:
   • Identified key attributes that define CNB:
     • Commitment to customer success.
     • Engaged community member.
     • Building relationships with a personal touch.
     • Cultivating trust through integrity.
3. Key Messages:
   • Translated mega-themes into actionable key messages to guide content creation:
     • Commitment: Flexible, transparent solutions with unparalleled service.
     • Community Focus: Actively supporting and growing the local community.
     • Personal Connection: Building relationships, not just conducting transactions.
     • Trust: Integrity at the core of every interaction.
4. Social Media Strategy:
   • Developed a framework for content based on a balanced rotation of key messages.
   • Provided examples of how each message could be showcased through storytelling, customer testimonials, and community engagement posts.

As the Digital Media/Marketing Specialist, I:

• Identified the need for foundational brand work during the project’s initial discovery phase.
• Designed and conducted interviews, coordinating with CNB’s leadership and staff.
• Analyzed interview findings to create the SWOT analysis and identify mega-themes.
• Developed key messages and examples for social media content rooted in these messages.
• Created and presented an Intelligence Report summarizing insights and recommendations.
• Launched and executed the social media campaign based on the established framework.

The campaign provided CNB with a solid foundation for consistent and strategic communication:

• Brand Clarity: Established clear values, mega-themes, and key messages to align internal and external communications.
• SWOT Insights: Highlighted strengths such as relationship-building and community engagement, while addressing challenges like brand awareness and internal communication.
• Social Media Strategy: Delivered a framework for creating engaging, consistent, and community-focused social media content.

This project highlights the importance of foundational brand work as a precursor to successful marketing initiatives. By clarifying brand values and aligning messaging, CNB was positioned to build stronger connections with its community and implement a strategic, impactful social media presence.