In a detailed strategy process for positioning, Brandpulse analyzed competitors and benchmarks and examined the customer profiles of existing neobanks with regards to the attractiveness of the offer, the needs of the target groups and pain points. Together with additional findings from a brand architecture analysis, Brandpulse developed the brand strategy with the integration of the new digital service offer as a sub-brand under the umbrella brand CIC.
The competition analysis provided additional results regarding differentiation potential and messaging strategy for the new bank brand. Brandpulse then created the segment strategy, which they used to develop the positioning, to define the value proposition and the message hierarchy.
While developing the name, Brandpulse focused on the digital connotation, attractiveness for the target group of young professionals and usability under trademark law. This was followed by the development of a design strategy and brand design concept as well as a communication concept. For the implementation, Brandpulse created guidelines with application principles, the design of the debit card, the key messages, and an image campaign for the cleverinvest module.
