Let’s create something together C O-BRA NDI NG STRATEGY
FOR WA R D I’m delighted to introduce the Global Alliance for Banking on Values new co-brand. The Global Alliance for Banking on Values is a network of banking leaders from around the world committed to advancing positive change in the banking sector. Our collective goal is to change the banking system so that it is more transparent, supports economic, social and environmental sustainability, and is composed of a diverse range of banking institutions serving the real economy. Our members have one thing in common: a shared mission to use finance to deliver sustainable economic, social and environmental development, with a focus on helping individuals fulfil their potential and build stronger communities.
DR MARCOS EGUIGUREN, EXECUTIVE DIRECTOR
To support this mission the time has come to launch a powerful co-brand. One that our members can easily adopt to demonstrate their membership of a truly global movement that today incorporates more than 50 banks and other financial institutions across 6 continents. I would like to thank the wide range of members, stakeholders and the Global Alliance for Banking on Values team that worked to develop the co-brand and trust that your organisation will work quickly to adopt it. The strength of the alliance is in our membership. The co-brand allows us to demonstrate this combined strength as we move forward confidently to change banking forever.
D O C U M E NT PURPOS E
G ABV CO-BRAND ING, APP R OAC H
This document introduces the concept of co-branding and explains how we use co-branding to strengthen our alliance with, and provide shared value to our members.
“Co-branding is a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too.”
We also introduce the co-branding assets developed for members’ use, and provide simple adoption guidelines.
HUBSPOT, 2018
The Global Alliance for Banking on Values co-brand is a ‘quality stamp’ for members, demonstrating your commitment to the Principles of Values-based Banking, and certification of that commitment. We developed the co-brand, in collaboration with the membership, so that it could be flexibly adopted and easily applied to your communication and marketing materials. Our intention is that the co-brand enhances and complements your own brand, which we consider the ‘masterbrand’ in this brand hierarchy. The usage guidelines that accompany this document are designed to help members adopt the co-brand consistently and inline with our branding guidelines.
T H E P R I N CIPLES O F VALUES -BASED BANKING The Global Alliance for Banking on Values brand refresh and accompanying co-brand assets have been designed to support our collective goal to change the banking system so that it is more transparent, supports economic, social and environmental sustainability, and is composed of a diverse range of banking institutions serving the real economy. By adopting the co-brand you are visibly affirming your commitment to our shared goal and to the fundamental pillars of values-based banking.
W H Y C O - BRAN D
FLEXIBL E ADOP TION
By adopting the Global Alliance for Banking on Values co-brand you showcase your approved membership and your commitment to the movement of values-based banking around the world.
The Global Alliance for Banking on Values co-branding approach is flexible to accomodate already complex members’ brands. Members can choose to adopt co-branding at a basic, standard or advanced level.
In addition, the co-brand will support your wider communications aims by providing: A differentiator: between you and your competitors, highlighting the differences between traditional and values-based banking - something that is important to customers and to regulators. Credibility: the Global Alliance for Banking on Values stamp verified that your institution has met a detailed and robust set of criteria, through the scorecard assessment process. The stamp is a sign of an values-based, transparent and socially aware approach to finance. Customer acquisition and loyalty: co-branding with the Global Alliance for Banking on Values will help you attract new customers concerned with social, environmental and ethical issues. It will strengthen the relationship members have with existing customers by providing a constant reminder of your commitment to the issues your customers care about.
An example area of your site explaining your affiliation with the Global Alliance for Banking on Values
BA SI C ( M AN DATO RY ) Basic adoption of the co-brand will quickly and easily identify you as a Global Alliance for Banking on Values member when people visit your website. At a basic level, members will be asked to incorporate: The stamp on your website An area of your website explaining, in short, your affiliation with Global Alliance for Banking on Values
An example of how to include the Global Alliance for Banking on Values stamp in your footer
An example of your email footer
STA N D A R D (RECO M M EN DED) Jennifer Lewis
Standard adoption of the co-brand provides enables you to promote your membership in the Global Alliance for Banking on Values, and your commitment to values based banking, on a range of online touchpoints, helping you reach a wider audience, as well as promoting your membership in branch. At standard level members will be asked to incorporate: The stamp on your website An area of your website explaining, in detail, your affiliation with the Global Alliance for Banking on Values An email footer A link to your scorecard report Posts on all main social channels either announcing or reaffirming your relationship with the Global Alliance for Banking on Values Printed and exhibited poster in the branches and head office showcasing the membership at the Global Alliance for Banking on Values
Head of Marketing Operations t:+44 (0)1273 446688 www.VisionBanco.com
Vision Banco is a Global Alliance for Banking on Values member #bankingonvalues
Social posts announcing or reaffirming your relationship with GABV
An example of your email correspondence
A D VA NCED Advanced adoption is for those members who wish to visibly demonstrate their membership in the Global Alliance for Banking on Values to the widest possible audience of customers, and other important audiences like the media and regulators.
Vision Banco
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Vision Banco is a member of the Global Alliance for Banking on Values To: John Appleseed
MagNet Bank
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MagNet Bankis a member of the Global Alliance for Banking on Values #bankingonvalues
To: John Appleseed
MagNet Bank is now a member of the Global Alliance for Banking on Values. We are one of a movement of independent banks and financial institutions committed to advancing positive change in the financial sector through sustainable economic, social and environmental development.
At advanced level members will be asked to incorporate: The stamp on your website An area of your website explaining, in detail, your affiliation with the Global Alliance for Banking on Values An email footer Posts on all main social channels either announcing or reaffirming your relationship with the Global Alliance for Banking on Values An email announcing or reaffirming your relationship with the Global Alliance for Banking on Values The stamp into social assets As part of the advanced level we strongly recommend you introduce in-branch branding and a branded credit or debit card related to the banking on values message. Any other way of showcasing the membership at the Global Alliance for Banking on Values If you plan on adopting an advanced level of co-branding, please take a look at our Advanced Member guidelines first
As you may be aware,Vision Banco is a member of the Global Alliance for Banking on Values. We are part of a growing movement of independent banks and financial institutions committed to advancing positive change in the financial sector through sustainable economic, social and environmental development.
Learn more about Vision Banco’s partnership Learn more
Learn about the Global Alliance for Banking on Values.
Learn more about MagNet Bank’s partnership
Learn about the Global Alliance for Banking on Values.
Learn more
Learn more
Learn more You’re recieving this email as a Tridos Bank customer. Unsubscribe from these emails
You’re recieving this email as a Tridos Bank customer. Unsubscribe from these emails
An example of your Global Alliance for Banking on Values debit card
M E M BE R PERS PECT IV E
“Co-branding is about growing together, becoming stronger together, and reaching further collectively.” In the process of the developing this co-brand, we enlisted the help of six member banks and financial institutions as part of an initial pilot project. Members were asked to provide their feedback on the co-brand, supporting documentation and available assets. The pilot project has now reached its conclusion and we have made changes to both supporting documentation and assets based on feedback and recommendations from members. These members felt that the purpose of co-branding was clear. It helps us to “facilitate communication between the Global Alliance for Banking on Values members”, “increase visibility”, “develop awareness around the Global Alliance for Banking on Values”, and “build a stronger, more credible ‘banking on values” brand.
The pilot project also determined the assets that members were most excited to see introduced over the next few years. The most popular assets being: Infographics and other visual assets Promotional materials for events A co-branding video The feedback we received from our members during both the pilot project as well as prior workshops and survey sprints, has been invaluable. We would like to say a huge thank you to every member who participated in the development of this co-branding initiative.
CO - BR A NDIN G AS S ET S We have designed a wide variety of co-branding assets for on and offline use. We describe each in turn below and provide usage guidelines and download links.
T H E C O - BRA N DIN G STAM P The co-branding stamp is the most important signifier of your status as a Member of the Global Alliance for Banking on Values. It verifies your commitment to values-based banking and that you have successfully completed and renewed the annual scorecard assessment process. We expect every member to apply the stamp across a wide range of online and offline materials, to support this we have provided two versions of the stamp and ensured that: The stamp can be easily incorporated into websites, social media profile imagery, email footnotes, and offline materials like posters and brochures The stamp can be resized and re-coloured in black or white When incorporating the stamp you're welcome to use whichever one you feel is most appropriate, or most appealing. If you plan on using the stamp on any asset or profile that is not covered in the adoption level guidelines, please let us know. Usage Guidelines Download Assets
A B O U T C O PY We have created separate copy for email (footers and body text), websites (long and short), and social posts (long and short) We also share with member banks copy which relates specifically to the the Global Alliance for Banking on Values scorecard. You're free to adapt this copy so that it better reflects your brand and tone of voice, but please send it to us for approval first. Usage Guidelines Download Assets
Sunrise Banks
14.00
Sunrise Banks is a member of the Global Alliance for Banking on Values To: John Appleseed
Triodos Bank
14.00
Triodos Bank is a member of the Global Alliance for Banking on Values To: John Appleseed
Sunrise Banks is now a member of the Global Alliance for Banking on Values. We are one of a movement of independent banks and financial institutions committed to advancing positive change in the financial sector through sustainable economic, social and environmental development.
Learn more about Sunrise Banks partnership Learn more
Learn about the Global Alliance for Banking on Values. Learn more
You’re recieving this email as a Tridos Bank customer. Unsubscribe from these emails
As you may be aware, Triodos Bank is a member of the Global Alliance for Banking on Values. We are part of a growing movement of independent banks and financial institutions committed to advancing positive change in the financial sector through sustainable economic, social and environmental development.
Learn more about Triodos Bank’s partnership
Learn about the Global Alliance for Banking on Values.
Learn more
Learn more
Jennifer Lewis Head of Marketing Operations t:+44 (0)1273 446688 www.BeneficialStateBank.com
Beneficial State Bank is a member of the Global Alliance for Banking on Values
You’re recieving this email as a Tridos Bank customer. Unsubscribe from these emails
We’re now a member of the Global Alliance for Banking on Values.
SOCI A L POST A S S ET S We know that social media is an increasingly important part of your comms so we’ve created a series of visual assets that can be shared as social posts. These assets have been created to work with Facebook, Twitter, LinkedIn and Instagram.
SunriseBank.com
#BankingonValues
Usage Guidelines
Learn more
Download Assets
Sunrise Banks We’re now a member of the Global Alliance for Banking on Values. That means we’re committed to advancing positive change in the financial sector through sustainable economic, social and environmental development.
Sunrise Banks We’re now a member of the Global Alliance for Banking on Values.
D O C U M E NT T EM PL AT ES We have created templates for PPT, Keynote, Word and Pages. Members are also welcome to apply the Global Alliance for Banking on Values co-branding assets to their existing own brand templates. Usage Guidelines Download Assets
We are now a member of the Global Alliance for Banking on Values Example Partner Bank Name
M OV I N G F O RWA RD
In future the Global Alliance for Banking on Values plans to release a number of additional assets including, but not limited to: a co-branding video, a series of infographics, relevant reports and studies, physical assets, and promotional materials for events. If you are in the process of developing materials related to values-based banking, please share it with us so that we can add it to the co-branding library accessible to all members.
G E T I N TO UCH
If you have questions or feedback, or need support applying the co-brand, please get in touch. Call us on +316152524228 or send an email to comms@gabv.org. For a full set of the Global Alliance for Banking on Values co-branding assets: CLICK HERE For usage guidelines: CLICK HERE