Midwest Bank is a fast-growing independent financial institution with eight branches, headquartered in Detroit Lakes, Minnesota. While Midwest Bank was enjoying good growth in the communities it served, it faced increasing pressure from national banks for every new customer.

After initiating a relationship with Midwest Bank, we began an extensive discovery process that included focus groups and market research. We discovered that at the core of Midwest Bank’s operations was a unique belief that “we run our bank like you would run our bank.” In a marketplace crowded with national financial giants whose policies are inflexible and impersonal, Midwest Bank’s approach is personable, sensible and downright refreshing to current and potential customers.

To articulate this position, we developed a branding campaign that built upon its community-based approach to banking, which included radio, local print, and outdoor all centering on the bank’s positioning line, “Banking your way.” After the successful launch of the image campaign, we further carried its brand into work for its mortgage and business banking departments.

Radio:

Midwest Bank Business Banking

Midwest Bank Image - Teller

Midwest Bank Mortgage Radio

Midwest Bank has maintained its fast-paced growth, adding about $1 million in new business every month, and is poised for expanding growth in every banking sector.

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