Brand Names That Work On Multiple Levels

American National Bank was prosperous and growing. As it expanded by building new branches in adjacent communities, it started bumping into banks with confusingly similar names. It contacted us to develop a new name brand name that was:

  • More distinctive and protectable than its current name
  • Short and punchy and that would “pop” off of signage as prospective customers drove by its various branches
  • Related to its core differentiators of a bank that provided decades of knowledge, expertise and prudent advice to customers
  • Supported its heritage and Texas roots

The ultimate name selected was Sage for the following reasons:

  • As a single syllable, 4-letter name it could be printed in a large enough typeface to grab one’s eye and be easy to read in any venue
  • It was unlike the name of other banks or retail establishments in the communities American National served or was expanding into
  • A “sage” is a recognized authority in a field or a wise and trusted counselor, so this new name directly supported the bank’s fundamental differentiators and brand proposition
  • A sage bush is also native shrub to Texas and extremely drought resistant.  As some of the largest banks in the country were failing or merging with other banks under FDIC’s scrutiny, this name related well to American National’s ability to stand firm and weather even the toughest of times

While Sage wasn’t an obvious choice initially (it reminded some of the spice used in cooking which seemed inappropriate for the bank’s new corporate moniker) it proved to be an easy to spell, pronounce and remember brand name.  Learn more about Sage Capital Bank’s history and success while many of their competitors are having a tough time in today’s economy.

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  • I must underscore what an absolute pleasure it was to work with you during this entire project. Your methodical, timely, and resourceful approach to educating me on how a new name affects a company, and the steps you so painstaking address to make the transition a seamless one, were outstanding. Each time I needed to contact you to get direction or clarification, you responded with immediate and informative action. You are the consummate professional and a real pleasure to work with.
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  • I want to thank you very much for your team's effort on this project. You all worked very quickly and gave us excellent direction. I am sure many hours were spent in developing the many name lists you presented us. Your added value enabled us to move forward with a name consumers preferred over the prior internal name. I look forward to working with your company in the future!
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