UK private bank launch

The bank aimed to enter the well established UK private banking market so rapidly needed to build credibility amongst high-net worth individuals and businesses.

Their challenges

This was a new brand launching into a mature market using a very small in-house marketing team without experience of such a market launch.

The approach

It was essential to build the bank’s credentials using every strategy available. Professional introducers were used as a primary distribution channel as they already have a trusted relationship with their clients. The history of the bank, both in Bermuda and its previous brand presence in the UK was also utilised. The graphical design of the new brand and material carefully crafted to position the new bank appropriately with its target segments. Finally, the speed to market was a crucial element to ensure that the gap between press attention and the ability to launch was kept as small as possible.

Project outputs

• Brand look and feel
• Brand guidelines
• All brand assets
• Creation and production of sales and technical literature, corporate stationery and all banking stationery
• Internet site page layouts and design
• Business and consumer press advertising
• Exhibition materials and merchandise

Outcome

Butterfield Private Bank quickly established itself and within 4 months of launch reached its targets to sign-up professional introducers.