First Republic Bank – San Francisco
Today, First Republic is known as one of the nation’s premier private banks, with a shining reputation for responsive service among its truly upscale clientele. It’s a stellar brand story, one made possible, in part, by the decisions that flowed directly out of a brand investigation conducted by members of the EMPATH team. Our primary mission: give the bank a rigorous understanding of the customer journey, from the customer’s perspective, across the entire sales funnel. The critical results: insights that would turn First Republic into a destination bank, dramatically upgrade in-bank ergonomics, and underpin a new brand positioning and theme that’s still building relationships today.
A complete transformation of the customers experience, from storefront to interactions with a banking expert.
- Brand Empathics Investigation—brand audit, multiple customer interviews, ethnographic, and anthropological research from website to entryway to teller desk and beyond. We transformed the way FRB connects with their customers.
- Brand Analysis—leading to an understanding that prospects at this level of trade generally have already had 4 banking relationships; First Republic could become the 5th, and final, destination.
- Brand Design, Identity Asset Development, Brand Standards—ensuring coherent and consistent deployment across all channels.
- Brand Management and Marketing Consulting.