In a category as competitive as the financial services industry, crafting a distinct point of difference is a challenge. So when Texas-based Susser Bank decided to pursue a name and identity change, bank leadership tapped LOOMIS to help revitalize the brand from the inside out. First up: engineering the foundation of its company culture to build brand distinction.
While mergers and acquisitions are commonplace in the banking category, they can create volatility and uncertainty for their customers. Business leaders and individuals looking for more than the best rates need a bank that can commit to the long haul; one that will be there as they’re building their goals, achieving them, and setting new ones.
Susser Bank’s vision is to be a multi-generational bank serving Texas business leaders, entrepreneurs, and residents for decades to come. No other institution in its category is staking such a bold claim, nor taking the methodical actions required to achieve this kind of mainstay. The bank just needed the right messaging and brand identity that would express its unparalleled vision in a sophisticated, timeless, and fresh way.
LOOMIS helped Susser leaders articulate the bank’s mission and core values, which ultimately informed the bank’s new brand identify – including a sleek, classic logo and visual standard, key messaging, and a sharp tagline: “Built to Last. Not to Sell.” All elements combined to establish the Susser Bank Purpose Book: a company manifesto designed to unify and galvanize employees, prospective employees, clients and stakeholders.
Now polished with its sleek and distinctive brand, Susser Bank continues to grow its assets and shareholder value year over year, while successfully competing for top talent among its team and board roster. And with its inspiring Purpose Book, the bank now has a strong foundation for its company culture, and a powerful, essential tool to creating a brand built to last.
– Sam L. Susser, Chairman & CEO
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