The Story Behind the Message
The road to rebranding Hometown Bank
A brand can be thought of as a company's personality and its reputation. In other words, all the little elements that define how a company is perceived by others, and specifically, what differentiates it. How does it compare to its competition? Do people think of it in a positive way or negative? Do they think of it at all?
Our previous logo had remained unchanged since we purchased the State Bank of St. Cloud in 1998. Our colors looked dated, as did our website. They did not reflect who we are. Rebranding Hometown Bank to properly convey our mission, vision and values was critically important to us. Our true brand ... the catalyst for our customers' success, a caring supporter of the communities we serve, a long-term banking partner.
Part of the challenge with the rebranding was to redefine our public image without creating the impression that Hometown Bank was being sold. We wanted the public to know that Hometown Bank was still made up of the same people and philosophy, just with an updated look.
We are proud to say, mission accomplished. Our new logo and colors help to represent the true spirit of our bank. The two-tone "H" icon symbolizes the equal balance between the customer and the bank, the way we see our relationships. The colors are fresh and positive. From the development of the new logo, we moved forward with an entirely refreshed website, new outdoor signage, collateral material and media pieces.
Today, Hometown Bank projects a consistent image and a clear message to its customers and employees. We believe it is important to visually live up to what and who we are. This is as true for ourselves as it is for the customers who take pride in calling Hometown Bank their financial partner.