March 2011 Vol. 24 No. 3
The Voice of Kitsap Business since 1988
Delivering A Lasting Brand Kitsap Bank’s strategy focused on telling its story better By Rodika Tollefson When Kitsap Bank celebrated its 95th anniversary in 2004, the locally owned financial institution had more than halfbillion dollars in assets and deep community history. But over the years, the brand had been diluted a bit, with various departments within the bank using inconsistent logo and collateral materials. “We have a great story — safety and soundness, longevity, locally owned by the same family for over 80 years (nearly 90 now), and our strong commitment to community,” said Shannon Childs, senior vice president and marketing director. “However, we felt we could do a better job telling it.” Childs was new to the organization and became part of an in-house team that worked on the project over an 18-month period. The process included research and brand audit, an analysis of competitors and customers, a look at corporate culture and Cover Story, page 16 $1.50 Display until April 1st
Shannon Childs, senior vice president and marketing director – Kitsap Bank
Inside Special Reports: Retirement Lifestyles, pp 6-15 Branding pp 16-18
Real Estate, pp 23-25
Editorial, pp 36-38
Human Resources, pg 27
Port Orchard Chamber, pg 32
Financial, pp 28-30 Technology, pg 31 Environment, pg 33 Automotive, pp 34, 35
Home Builders Newsletter, pp 19-22