TCF Bank (and Chemical Bank)

Internal brand development for two merging brands

The merger between TCF Bank and Chemical Bank saw a much needed emphasis on employee engagement. This served to ease tensions with the merger and highlight the people who made growth possible by giving them a voice from new brand positioning to internal and external brand perception

Work Summary
A merger between TCF Bank and Chemical bank required both parties to re-evaluate mission, vision, values, and the overall brand expression in order to account for two very different cultures. Our work defined the brand expression and saw it applied to the representation of the bank cultures coming together and what that meant for the brand going forward.

Situational Analysis
TCF Bank and Chemical Bank needed to redefine their brand as their merger came together. A brand that accounted for both parties was the first step in aligning two very different corporate cultures.

Key Issues
TCF Bank and Chemical Bank brought different opportunities to the merger that made financial sense, but their corporate cultures and brand expression were very different. Aligning two headstrong executive teams and employees at all levels and backgrounds during a transition like a merger is challenging for all.

Solution

We worked alongside the executive teams, senior management teams, and a key group of influencers within each organization to capture the alignment between both brands in their own voice. Involving key personnel at all levels created trust within both organizations and gave everyone a voice.

Mission, Vision, Values: With our information gathering, alongside the work Accenture compiled, we were able to take quotes verbatim from both TCF Bank and Chemical Bank that represented both interests.

Employee Engagement Strategy: With input from HR directors and the Chief Human Resources Officer we created materials that empowered employees of both banks to participate in the merger and become the main representation of what would move things forward.

Campaign Development: We took the vision of TCF Bank’s CEO Craig Dahl and turned it into the “I Am One” campaign, highlighting employees as the face of the new bank.

Video: Video content was created using real employees, real stories, and a real representation of what makes both banks great: the people. Stories and themes were meant to help transition the banks into a new era putting people first.

Creative: Application of the creative campaign made its way to employee swag and in-branch signage elevating TCF Bank’s new corporate culture, encouraging employee retention, and driving new employee acquisition.

Results
TCF Bank’s new mission, vision, and values were implemented on legal day #1 with the videos used to highlight top performers at the bank, leading to 80% employee engagement in the new brand at launch.

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