FIRST SOUTHERN STORIES
Show, Don’t Tell
An important aspect of the overall branding project for First Southern National Bank was a shift in focus from exclusively featuring team members to put the most emphasis on customers and solving their problems. One of our most effective vehicles for telling those stories was video.
Through discussions with our team and company leadership, we landed on a philosophy of “Show, Don’t Tell.” The idea was that if First Southern really made a positive impact on the lives of their customers then the customers would share those stories naturally. Rather than handing customers a script of “their” testimonial, we would tell their success stories in a way that showed the bank’s involvement organically.
THE CHALLENGE
Share video content that is impactful and relatable for potential customers.
Internal Focus
As with their website and other materials, the few videos that First Southern had put out were very focused on their team and internal values. There’s a place for that as a complimentary focus for potential customers who are already on the hook, but using it as the only message to lure customers would result in a very small catch.
Customer Focus
As Teddy Roosevelt said, “No one cares what you know until they know that you care.” It’s one thing to say you care about your customers or that your service level goes above and beyond. It’s another for the customers to say that about you. Our goal was to capture those testimonials organically and believably.
THE SOLUTION
Capture authentic customer success stories that First Southern had a hand in.
THE RESULTS
These videos were part of a rebranding period when the bank saw its overall assets grow by more than 42% (from 2018 through 2023) and its year-over-year net income grow by as much as 61% (from 2021 to 2022). Beyond those numbers, impacts could be measured all around.
FROM 2018 TO 2023
SOURCED FROM GOOGLE ANALYTICS
