PMB Brand Booklet by John Baker

United We Brand

WELCOME

Who We Are Prime Meridian Bank is a principled team of community bankers, dedicated to the highest standards of ethical lending and asset management of all who bank with us. We facilitate success in our team members as we invest in their continuing education so that they may, in turn, facilitate the success for our clients and community. We embrace changing the business of banking by cultivating an environment that takes a passionate approach to all we do, honoring all through expressions of grace, just as we have been shown grace; abiding by the highest standards of integrity in financial reporting and information stewardship; tenaciously spreading the message within and without our organization that ours is a better way; meanwhile being steadfastly accountable to each other, each client, and each community we serve.

BANKING DONE RIGHT, RIGHT AWAY

PURPOSE

Banking Done Right, Right Away. There are many ways to accomplish a goal in the “right” way. At Prime Meridian Bank, we believe that “right” encompasses all of our foundational beliefs. Our clients — including our internal client teammates — deserve excellence in our delivery of banking services, and for that delivery to be made without delay.

The order is intentional: 1) do things right, and 2) do them right away

M I S S I O N S TAT E M E N T

Building bankers to serve our clients and community in order to optimize shareholder value.

Our mission statement is a continuum; each concept supports the other, which in turn creates a circle â&#x20AC;&#x201C; it never stops. Shareholders came first and provided capital to start the bank, which in turn resulted in hiring bankers. Bankers provide service. Clients borrow funds and generate income. Income builds capital which supports growth, is distributed to shareholders as return in the form of dividends, and funds salaries to hire bankers to provide service to clients who borrow funds and generate income. All three components of our mission statement are interdependent. Education of, experience with, and exposure to all aspects of banking are the main ingredients in building bankers. No Prime Meridian Bank team member has a monopoly on expertise or in a particular discipline. Each team member

BANKING DONE RIGHT, RIGHT AWAY

is required to communicate directly with the person most relevant to the issue. We work together as a single team, not a conglomerate of departments functioning independently from one another. Our corporate charter, granted by the Federal Deposit Insurance Corporation, charges us to serve the financial needs of the community. Our clients are vital components of the community. Not only do we provide financial services by the products we deliver, the natural banking activities we conduct facilitate the free flow of commerce. If the banking system is shut down, then the media of exchange such as cash, electronic funds and wire transfers, vanish. We have both a moral and legal responsibility to carry out the dictate of our charter to the best of our ability.

Prime Meridian Bank opened its doors on February 4, 2008, with shareholders providing $12.8 million of capital. The expectation is the Bank will generate a profit strong enough to provide a return to its shareholders in the form of cash dividends and appreciated stock value, in exchange for having provided operating capital, and sustaining the Bank as a viable and growing business concern.

C U LT U R E

It All Comes Down to One Word:

As the Bank’s President and Chief Executive Officer, Sammie Dixon, says, “the Prime Meridian Bank culture is predicated upon a one word question, ‘Why?’ ” WATCH VIDEO https://www.ted.com/talks/ simon_sinek_how_great_ leaders_inspire_action

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Why do we do it this way?

•

Why did we change a process?

•

Why did the Bank “go public?”

If we are continuously asking the question, “Why?” the weaker practices will fall away, and the best practices will inherently rise to the top.

BANKING DONE RIGHT, RIGHT AWAY

PERSPECTIVE

See the Entire Picture

Recognize how your role affects the work of others. As we go about our work, information about how the Bank operates is shared with everyone at every position during team meetings and through reports such as financial statements, earnings releases, job functions, successes and failures. We do this so every team member has the opportunity to learn about all aspects of banking. To quote President and CEO Sammie Dixon, “We cannot give you experience. We can give you exposure.”

R E P E AT A F T E R M E . . .

Communication is the linchpin of success. In todayâ&#x20AC;&#x2122;s world there are many of methods to do this, use them all. Remember, communication is a two-way street. If you are not sure you understand the message a client or teammate is trying to communicate, ask them to repeat it. Ask them to say it a different way. Just make sure the message is conveyed clearly before leaving the exchange. A lapse in the simplest communications can have far-reaching consequences for the bank, our team and our clients.

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O R G A N I Z AT I O N A L C H A R T

PRIME MERIDIAN BANK

ORGANIZATIONAL CHART

PO E

Communicate Directly

S H

R S

E R A T I O N S

A O

E H O L D R

C T

R S

B BR RA AN NC CH H O

R S

A O

A B

S H

O L E H D

B R A N C H

C T

TITLE

EXECUTIVE OFFICER

TITLE

OFFICER

NON-CLIENT FACING

CLIENTFACING

As explained in the section on the Bank’s Mission Statement, the shareholders provided the capital to originate our organization, Prime Meridian Bank. Our shareholders and the Bank are the nucleus of the organization chart chart.

The spiral lines within the concentric circles comprising the organizational continuum represent the constant and free flowing communication required to be efficient and ultimately successful in our mission.

If every action we take has the betterment of the Bank, and by extension the shareholders, in mind, then we truly are altruistic to the Bank which is comprised of operations, banking offices, clients and communities.

Communicate directly with the person who can provide the answer(s) and always go straight to the source of knowledge.

If the Bank excels through the actions of our team of bankers, then so will our clients and communities communities.

The arrows at the engine’s edges drive the progress of the bank forward. The circumference of the circle expands as our Bank grows, though the core of the engine remains intact.

BEHIND EVERY THING WE DO...

Entrepreneurial Mindset We…

� � � � � � � � �

focus on what matters think things through are resourceful listen are efficient take action welcome change embrace challenge recover quickly

BANKING DONE RIGHT, RIGHT AWAY

MOT TO

Approach “No” is a relatively simple response to any question. When “no” is the answer, the Bank extends no credit or no new service and incurs no risk. A corollary to no risk, is no return – the proverbial “Nothing ventured, nothing gained.” The Bank is in business to fulfill its charter while simultaneously providing a return to its shareholders. Can a way be identified to accomplish both? On the other hand, when we say “yes” to a credit request when the answer truly should be “no,” or we launch a new product with inherent risk for which there is minimal or no mitigation, we are inviting disaster.

The true talent is to know when, why, how … and if … there is a path to accomplish what is placed before us.

T H R E E - WAY T E S T

As PMB bankers delivering outstanding client service in a highly regulated industry, our Three-way Test is our competitive advantage. From this advantage, our purpose statement of â&#x20AC;&#x153;Banking Done Right, Right Awayâ&#x20AC;? was created. Often, this balance of outstanding client service couched within regulation can be challenging; therefore, the Three-way Test must be applied continuously.

Is it right by the

Client?

Is it right by the

Bank?

Is it legally, morally, and ethically correct?

If all three answers are yes, then there is a way to accomplish anything! We often equate this delicate balance between client service and regulation to navigating the Mississippi River. The banks of the river represent the confi nes of regulation and law within which we must operate. In between these boundaries lies the river itself, representing our policies, procedures, and practices. As we operate the Bank, we are in essence navigating between the banks of the river. If we are operating altruistically to our Bank, our clients, our governments, and our morals and ethics, we will always succeed by applying the Three-way Test.

BANKING DONE RIGHT, RIGHT AWAY

CO R E VALUE S

LISTEN WFLA Morning Show Unsolicited Testimonial (Preston Scott, Oct. 13, 2014) https://www.primemeridianbank.com/documents/wfla-10-13-2014 PMB CEO and President Sammie Dixon discusses culture and 5 Core Principles on WFLA Morning Show Interview (Preston Scott, Oct. 21, 2014) https://www.primemeridianbank.com/documents/wfla-10-21-2014

CO R E VALUE S

Passion A level of intense excellence and commitment that goes over and above the commercial considerations and legal requirements.

• NEVER give up. • NEVER settle for mediocrity. • NEVER let fear hamper you from taking risks.

Above all, NEVER let a cynic stand in your way.

BANKING DONE RIGHT, RIGHT AWAY

THUMB When engaging the thumb in a handshake, the two parties can hold on much longer. It provides strength and stability. Like the thumb, passion is required to engage actively and effectively in every interaction.

CO R E VALUE S

Grace Providing a level of service, courtesy and compassion even if seemingly undeserved. Having an awareness of how your actions, body language, and words affect others. Learning to master a mindful, calm response to any situation.

POINTER The pointer is customarily used to indicate direction, an object, or a person. All too often it is also used to indicate blame. When we exhibit grace we are reminded that while it may be convenient to point at others, when doing so, three other fingers point back at us.

CO R E VALUE S

Integrity A firm adherence to Prime Meridian Bank’s three-way test: • Is it right by the client? • Is it right by the Bank? • Is it legally, morally and ethically correct? Doing the right thing, simply because it is the right thing to do … Always. Even if no one’s watching.

BANKING DONE RIGHT, RIGHT AWAY

MIDDLE Often referred to as the “Tall Man,” integrity is the center around which everything else is built.

CO R E VALUE S

Tenacity A culture of consistent push through of ideas and challenges, not settling or allowing push back or roadblocks that will stifle progress. Achieving the goal however difficult the goal.

RING Typically, this is the finger upon which a wedding band, representing a commitment to a relationship, rests. This is a reminder that all relationships — professional and personal — require constant work and drive (tenacity) to succeed.

CO R E VALUE S

Accountability Holding oneâ&#x20AC;&#x2122;s self to standing forward, stepping up and accepting full and ultimate responsibility for the situation/action at hand. A true foundation for learning to lead without authority. LITTLE FINGER This finger closes any gaps allowing the hand to complete the handshake. We must exercise accountability to ourselves, our clients and our team members in all areas of our work or risk damage to our reputation.

BANKING DONE RIGHT, RIGHT AWAY

EMPLOYEE RECOGNITION

The Tami Award Tami Sewell Williamson was more than a great team member: she reflected the passion, grace, integrity, tenacity and accountability that make up the Bank’s core values. She did this so well, in fact, that in honor of her memory, an executive team at the Bank developed the Tami Sewell Williamson Award (“The Tami”). The award recognizes a teammate who, as Tami did, personifies Prime Meridian Bank’s culture, core values, principles, dedication to excellence and professional achievement. The award’s design — a Swarovski crystal sphere which reflects and refracts light from within — is symbolic of the inner beauty Tami shared with each member of the Bank’s team. Tami Sewell Williamson (1963-2014) passed away from complications following a stroke in Sept. 2014. She had been the Bank’s Assistant Controller.

Past Winners 2015

Monté Ward SVP/ Sr. Operations Officer, Operations

2016

Arden Miller Fernandez VP, Treasury Management

QUOTES

“We are changing human nature.” —PMB Team Member

While all organizations have linear hierarchical organizational charts reflecting reporting relationships throughout the organization, Prime Meridian Bank’s operational organization chart is vastly different – it is circular, it is a continuum demonstrating the Bank’s philosophy of being altruistic to the Bank, not to a person or persons, and the most expeditious manner in which to achieve what is truly best for the Bank. In many team settings, it’s human nature to stay in a silo and learn one job – and only one job – with virtual blinders on. That is not how things work at Prime Meridian Bank.

Our team members must learn and understand their roles in the overall process of the Bank.

BANKING DONE RIGHT, RIGHT AWAY

QUOTES

“If you don’t like

change you are going to

like irrelevance even less.”

— General Eric Shinseki U.S . A R M Y, R E T I R E D

It is said the only two things guaranteed in life are “death and taxes.” At Prime Meridian Bank, we believe “taxes” should be replaced with “change.” Everyone, without exception, experiences change.

Those not willing to change are destined never to move forward.

QUOTES

“Never ring the bell.” “Navy SEAL” says it all. The best of the best. Highly trained. Elite. Precise execution. Once a SEAL candidate is accepted into the very rigorous SEAL selection process that will result in this elite small group of service men and women trained to carry out the most — Admiral McCraven, Commander, U.S. Navy SEAL dangerous, difficult and classified Commencement Address, May 19, 2014 tactical missions. The objective of University of Texas at Austin the trainers is to physically and mentally break down every candidate in order to determine which candidates have the endurance it takes to perform at optimum levels for as long as it takes to accomplish a SEAL mission. WATCH VIDEO https://www.youtube.com/ watch?v=sUTt0LMhyas

SEAL candidates who make it through the training become fullfledged SEAL members. A candidate fails at the training process in one way – by giving up. His or her giving up is announced before the entire group by walking up to the bell station situated in plain sight in the middle of the training grounds, and RINGING THE BELL. This single and defi nitive action says, “I give up. I do not have what it takes. I quit.”

We do not quit until our mission is accomplished.

BANKING DONE RIGHT, RIGHT AWAY

QUOTES

Do it once. Do it right. Do it in the right place. — Arthur Anderson consultant

Ideally, perform a function one time and in the correct manner without multiple people performing the same function. Let’s be certain to not only perform the task correctly in order to achieve the desired result, let’s do it in the most efficient manner possible. Also, ensure the task is being performed by the correct discipline.

QUOTES

“Just keep swimming … That does not mean we all think alike, or go along to get along, or nod in agreement when we disagree. It does mean we must all embrace the culture of the Bank, and learn to eat, breathe, and sleep the culture in order to accomplish the goals set before us.

… in the same direction.” BANKING DONE RIGHT, RIGHT AWAY

In order for Prime Meridian Bank to be successful, everyone on the team must swim in the same direction; be on the same page; play from the same sheet of music.

WATCH VIDEO https://www.youtube.com/watch?v=sUTt0LMhyas

QUOTES

“Keep your head on a swivel.” — Source unknown

Sammie often invokes football analogies that highly correlate to business principles. A defensive back on a football team must be ever aware of what is happening all over the field so that he may go to where he sees the play developing. As bankers, we must execute our “plays” with accuracy, and only by being constantly aware of what is happening all around us are we able to achieve that accuracy.

� Pay attention to everything. “Genius is in the details.” � Constantly look for what can be improved, what is coming at you, so you are able to react quickly.

BANKING DONE RIGHT, RIGHT AWAY

QUOTES

“Ladies and gentlemen serving ladies and gentlemen.” — Ritz Carlton mission statement

Our every action must reflect the grace of courteous and exemplary service to one another, be it internal or external clients.

KNOW THE DIFFERENCE

Client vs Customer � Long term relationship � Advice and solutions personalized to particular need(s)

� Transaction-based � Generally lacks loyalty � Could be one-time or repeat

At Prime Meridian Bank, we always use: Client

BRAND BOOKS

Free yourself from self-betrayal “Self-deception is like this. It blinds us to the true cause of problems, and once blind, all the ‘solutions’ we can think of will actually make matters worse. That’s why self-deception is so central to leadershipbecause leadership is about making matters better.“ Pg. viii “Members of every culture participate to one degree or another in their own individual and cultural selfdeceptions. The discovery of a way out of those selfdeceptions is the discovery of hope and the birth of new possibilities and lasting solutions.” Pg. viii “When you are in the box, people follow you, if at all, only through force or threat of force. But that’s not leadership. That’s coercion. The leaders people choose to follow are the leaders who are out of the box. Just look back on your life and you’ll see that that’s so.” Pg. 154 “So your success as a leader…depends on being free of self-betrayal. Only then do you invite others to be free of self-betrayal themselves. Only then are you creating leaders…” Pg. 154

BANKING DONE RIGHT, RIGHT AWAY

BRAND BOOKS

“A fierce conversation takes a while. Everything else takes longer.” The geometry theorem, “The shortest distance between two points is a straight line,” is another way of conveying the concept behind fierce conversations. A circuitous route is a much longer one, and most likely will not achieve much of anything along its way. We must have conversations with one another, as well as with clients, that are straight-forward, work toward a stated goal, and are timely.

“Goods are not sold, they are bought.” People have a choice of what and where they purchase goods and services. It is our intention to deliver such high quality service, in a timely manner, that Prime Meridian Bank becomes the bank of choice in any community in which we have an office.

BRAND BOOKS

“Purpose drives everything.” “You can usually feel it when you walk through the door. You can sense it in the confidence and clarity with which employees go about doing their work.” Pg. 4 “The net result is that when a company is driven by purpose, everyone in the organization wins – both professionally and personally.” Pg. 4 “Do right by your purpose. Doing the right thing requires three things: Knowing your purpose, putting your purpose before yourself, and having the courage to do what needs to be done.” Pg. 125 “Use purpose, not just personality to lead. Truly great leaders do not use their position to coerce people into doing the work that needs to be done – they inspire commitment by appealing to the fundamental desire for work that has meaning.” Pg. 123 SUGGESTED READING � Dress for Success � Blink! � The Power of Nice � Competitive Advantage � One Minute Service � Emotional Intelligence 2.0

BANKING DONE RIGHT, RIGHT AWAY

ACHIEVEMENTS

5-Star Rating Each consecutive quarter since the year following our opening in 2008 by Bauer Financial, the nationâ&#x20AC;&#x2122;s leading bank rating and research firm

Top 25 Nationally

Best Banks to Work For (2015, 2016)

NOTES

BANKING DONE RIGHT, RIGHT AWAY

NOTES

E M

B E R

1897 Capital Circle NE | Tallahassee, FL 32312 | www.TryMyBank.com | 850.907.2301

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