A reconfigured brand allows Mississippi bank to market with new, unified voice.

The Hancock Bank, based in Gulfport, Miss., was able to strengthen its overall marketing as a result of lessons learned during a branch merchandising program.

The bank figured out how to reinforce its brand and market with a more unified voice after participating in a "brand translation exercise" that was intended to help the bank develop a brand blueprint for all the verbal and visual elements of its marketing materials, branch interiors training programs and signage. The exercise was created and run by Willey Brothers, a merchandising and brand consulting company in Rochester, N.H.

The Hancock Bank defined its lighthouse symbol, used in its logo since the early 1930s, as a unique unifying symbol for the company. Modeled on the original Ship island Light Station #2 (located 12 miles south of the Mississippi Gulf Coast), this visual brand beacon became an "illuminating theme" replicated on all of the bank's merchandising, collateral materials and other brand-building communications.

Just as lighthouses served as beacons for sea-going commerce, Hancock used the lighthouse to convey a message that it has "illuminated the right financial solutions" for generations of families and business owners for all the stages of their lives.

The bank has $4 billion in assets and 104 branches. After the exercise, the bank decided to extend the brand to customers at every touch point, using consistently delivered messages and designs.

The lighthouse symbol became the cornerstone of all the bank's marketing and communications. "Illumination" became the brand position; "Follow the light," the call to action.

The first wave of the branding campaign was rolled out in 35 branches in September 2002, followed within a few months by the remaining branches. Although no formal survey was done to determine the exact impact on sales, the bank reported that loans were up 12.8 percent during the first quarter of 2003; deposits up, 9.4 percent; and overall earnings, up 20 percent.

An informal survey of both customers and staff revealed that the aesthetic appeal and sales environment of merchandized branches are more organized, focused and considerably more noticeable, according to Darryl Breckenridge, the bank's vice president, advertising.