What is a brand study?
A brand study, conducted by a design and advertising agency is a comprehensive process that helps a company assess, refine, and strengthen its brand identity, positioning, and communication strategies. The study typically involves research, analysis, and recommendations based on both internal and external factors influencing the brand. Here’s a breakdown of what’s typically included in a brand study:
Brand Overview
Brand Name:
Monterey County Bank (MCB)
Mission Statement:
Monterey County Bank is committed to providing personalized financial services that meet the needs of the Monterey County community while contributing to the economic growth and stability of the region.
Current Tagline: “The Business Bank.”
Vision Statement:
To be Monterey County’s premier community bank, known for its strong customer relationships, commitment to innovation, and contributions to local businesses and individuals.
Fast Facts
Founded in 1977 Privately Held
Provides commercial banking products, including personal and business checking accounts, savings accounts and certificates of deposits.
Core Values
Community-Focused:
Dedicated to enhancing the lives of people in Monterey County.
Local Impact:
upporting local businesses and nonprofit organizations that shape the region.
Trust:
Offering transparency, stability, reliability, and expertise.
Personalized Service:
Building relationships with customers to understand their unique financial needs.
Recognized as a leading provider of SBA 7(a) Small Business Loans in Monterey County.
County.
Caters to both B2C and B2B markets, supporting a diverse client base.
Delivers lending products focused on businesses.
Four branches in Monterey
Brand System
Logo:
The current MCB logo consists of a monogram and typography combined into a single design. Monograms are a popular choice for financial institutions, symbolizing tradition and stability.
The logo is built on the ITC Avant Garde Gothic typeface, which forms both the monogram and the full “Monterey County Bank” name. However, because these elements are fully integrated, they cannot be used independently, making the logo less adaptable and limiting its flexibility.
ITC Avante Garde Gothic Brush Script
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Manipulated version of typeface used in logo Used for the tagline
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Used on the website Used for headlines
Typography:
The brand’s design system incorporates four distinct typefaces: ITC Avant Garde Gothic (logo), Brush Script (tagline), Verdana (website), and Palatino.
ITC Avant Garde Gothic, released in 1975—two years before MCB’s opening—was once seen as a futuristic and precise typeface. While still in use today, it is now considered somewhat dated. Brush Script, used for the tagline, draws inspiration from traditional sign painters who decorated small business windows. It evokes a friendly, mom-and-pop shop aesthetic.
Verdana, a widely used web-safe font, was chosen for its readability and fast loading times. Lastly, Palatino, a serif typeface optimized for legibility, is commonly used by financial institutions.
Among these, ITC Avant Garde and Verdana are sans-serif fonts often linked to modern institutions, while Brush Script is a decorative font. Pairing contrasting typefaces can create visual interest, but it’s essential to select fonts that complement each other, maintain longevity, and most importantly, align with the brand’s identity.
Verdana Palatino
#3b999
C: 75%, M: 21%.
Y: 47%, K: 1%
R: 59%, G: 153, B: 145
#296b63
C: 83%, M: 39%.
Y: 60%, K: 21%
R: 41%, G: 107, B: 99
Color Palette:
MCB’s color palette features gold and two shades of teal, blended into a gradient that serves as the primary visual element. Teal, positioned between green and turquoise on the color wheel, conveys a sense of calm, communication, and compassion, while gold symbolizes wealth and success.
Beyond its symbolic meanings, this palette reflects the natural beauty of Monterey County. However, introducing brighter colors could enhance appeal to a younger audience.
#e5d6b6
C: 10%, M: 13%.
Y: 30%, K: 0%
R: 229%, G: 214, B: 182
#3b999 + #296b63
Experience Personal Service at theOLDESTCOMMUNITY BANKINMONTEREYCOUNTY
Call Us Today!
Monterey (831) 649-4600
PacificGrove (831) 655-4300
CarmelRancho(831) 625-4300
Salinas (831) 422-4600
Visual Elements:
The MCB brand is deeply rooted in imagery that highlights Monterey County’s natural beauty, featuring local landscapes such as the coastline, mountains, and agricultural fields. Beyond photography, the brand incorporates a teal gradient, line elements representing crop rows and the horizon, and wave motifs symbolizing rolling hills and ocean waves. While these elements establish a strong visual identity, there is opportunity to further expand and evolve the brand’s visual system.
Gradient
Clarissa Rowe, VP,CommunityRelations Officer Charles T. Chrietzberg, Jr., Chairman, AdvisoryBoard Stephanie Chrietzberg, SeniorVice President
Market Insights
Audience Demographic Analysis & Psychographic Profiling
1. Demographic Analysis for Monterey County
Market Age Ranges
Source: 2024 EASI Demographics, US Census Bureau
What we researched:
• Demographic Analysis: Understanding the age, gender, income, and other key demographic details of the brand’s current and potential customers.
• Psychographic Profiling: Exploring the values, behaviors, attitudes, and lifestyle choices of the target audience to understand how to connect with them on a deeper level.
• Customer Feedback and Insights: Collect data from existing customers or users through surveys, interviews, or focus groups to learn about their perceptions of the brand.
Age Distribution:
Young Adults
(18–34 years old): This group represents Monterey County Bank’s digital-first customers, looking for basic banking services like savings accounts, personal loans, and student loan management. They expect seamless mobile banking experiences.
Middle-Aged Adults
(35–54 years old): Professionals, entrepreneurs, and business owners looking for more advanced financial services like mortgages, business loans, retirement planning, and wealth management. This segment values personalized service and professional advice.
Older Adults
(55+ years old): With a significant portion of Monterey County being home to retirees or older professionals, this group is focused on investment management, estate planning, and financial security. MCB’s ability to provide long-term financial planning services would be valued by this demographic.
Monterey County Market Incomes (HHI)
2024
Income Levels:
High-Income Individuals:
Monterey County has a significant population of affluent individuals. These customers may seek highend financial services such as wealth management, tax planning, and premium banking solutions.
Middle-Income Households:
This segment is looking for everyday banking services like checking accounts, home mortgages, personal loans, and credit cards.
Low-Income Customers:
This segment looks for basic financial products such as savings accounts and low-fee checking accounts. Providing affordable and accessible banking options are appreciated by this segment.
Geographic Location:
• Monterey County Bank’s physical presence in Monterey County means its customers are mostly local, although it does attract transient customers due to tourism. The bank’s reach extends to urban areas like the city of Monterey, as well as rural areas and tourist-centric communities like Carmel-by-theSea, Pacific Grove, and Big Sur.
• Local residents may prioritize face-to-face interactions, while those visiting or traveling might appreciate MCB’s online banking services for convenience.
Supporting Agribusiness:
Beyond the farms themselves, the Salinas Valley is home to a variety of businesses that provide services to agriculture, such as equipment suppliers, food processors, transport companies, and logistics firms.
Source: 2024 EASI Demographics, US Census Bureau
Source:
EASI Demographics, US Census Bureau
2. Psychographic Profiling for Monterey County Bank
Psychographic profiling for Monterey County Bank dives deeper into the values, behaviors, and lifestyle choices of its current and potential customers. This will allow MCB to connect with customers on a more personal level.
Values and Beliefs:
Trust and Security:
Customers in Monterey County value trust and stability in their banking relationships. MCB’s long-standing presence in the community gives it an advantage in fostering a reputation for reliability and secure banking.
Community Focus:
There is a strong sense of community in Monterey County. MCB can leverage this by emphasizing its local roots and commitment to regional growth. Customers likely appreciate a bank that supports local businesses, sponsors community events and participates in regional causes.
Environmental Consciousness: Monterey County residents, particularly those in coastal towns, are often environmentally conscious. MCB could capitalize on this by promoting sustainable banking products, such as paperless banking, green loans, or partnerships with ecofriendly local businesses.
Attitudes and Expectations:
Personalized Service:
Monterey County residents, particularly in rural areas, expect a personalized banking experience. MCB’s ability to offer tailored services, whether for a local family or a business, would appeal to this expectation of customized solutions.
Convenience and Accessibility:
Customers across all demographics expect convenience in their banking services. MCB must meet this demand with an easy-to-use online platform, mobile banking options, and efficient customer service.
Financial Education:
Many Monterey County residents may appreciate resources that help them improve their financial literacy. MCB could host workshops or create online content focused on financial planning, budgeting, and homeownership, helping to attract and retain customers seeking financial education.
Brand Perception
Brand Perception & Positioning
• Brand Perception Research: Understanding how the brand is currently perceived by its target audience, employees, and other stakeholders. This often involves surveys, interviews, or social listening.
• Brand Positioning: Defining the brand’s unique position in the market. This includes understanding how the brand differentiates itself from competitors and how it is communicated to customers.
• Brand Personality: Identifying the human traits and characteristics associated with the brand (e.g., sophisticated, playful, reliable). This helps in shaping the tone of voice and visual identity.
2.
Customer Trust and Stability:
• Metric: Customer perception of MCB’s stability and trustworthiness in comparison to competitors.
• Data Source: Customer surveys, social media sentiment, and feedback from community events.
3. Customer Loyalty and Retention:
• Metric: Retention rate of long-term customers and the rate of customers staying with MCB through industry consolidations.
• Data Source: Transaction data, account retention rates, and feedback from long-term customers.
• Goal: Strengthen customer confidence in MCB’s ability to weather industry changes and continue providing consistent, personalized service.
• Brand Perception: How do customers and potential customers perceive MCB? Is it seen as a community-oriented, trustworthy, and reliable bank?
• Market Positioning: How does MCB differentiate itself from larger banks or other regional competitors?
Brand Equity Metrics
To measure Monterey County Bank’s brand equity, the following metrics will focus on stability, trust, and resilience in contrast to the ongoing consolidation of local financial institutions.
1. Brand Awareness:
• Metric: Percentage of market awareness of MCB as a stable, reliable institution.
• Data Source: Customer surveys, website analytics, social media mentions, and local advertising reach.
• Goal: Increase awareness that MCB is a trusted, stable institution in a market where other banks are being absorbed.
4. Net Promoter
Score (NPS):
• Metric: Measures customer satisfaction and likelihood of recommending MCB.
• Data Source: NPS surveys, customer feedback, and referral program participation.
• Goal: Maintain a high retention rate by reinforcing MCB’s stability and long-term commitment to its customers.
Conclusion
In a rapidly consolidating banking environment, Monterey County Bank can position itself as the stable and trusted choice for customers seeking a reliable institution with deep local ties and the financial strength to navigate industry changes. By emphasizing its long-standing history, financial stability, and personalized service, MCB can differentiate itself from competitors and continue to build strong, loyal relationships with its customers.
• Goal: Achieve a high NPS score that reflects customer satisfaction with MCB’s stable, reliable service.
Competitive Landscape Analysis
The banking landscape in Monterey County is undergoing significant consolidation, with many local financial institutions being absorbed or bought out by larger national banks or regional entities. In this evolving environment, Monterey County Bank (MCB) stands out for its stability and deep-rooted presence in the region, which distinguishes it from competitors. While larger institutions and consolidating banks may provide convenience, MCB’s longstanding legacy and resilience make it an attractive option for customers seeking reliability and personal banking relationships that won’t be disrupted by corporate changes.
Key Competitors:
1. National Banks:
National banks offer a wide range of financial services. However, with national banks consolidating their services, local customers may lose personalized attention and face-toface interaction, giving MCB an edge in terms of customer loyalty and service. MCB’s smaller, more stable local presence provides a more consistent and reliable experience for customers who prefer a non-corporate banking environment.
2. Regional Banks and Credit Unions:
With the ongoing trend of consolidation in the banking sector, several smaller community banks and credit unions in the region are being acquired by larger entities. As these institutions lose their local character, MCB can capitalize on its long history and stability, offering continuity and trust in a rapidly changing market.
• Stability Amid Consolidation:
As other local banks are being absorbed into larger financial institutions, MCB offers customers the benefit of consistent service and the security of a well-established institution. MCB’s stability provides reassurance to customers who may be wary of disruptions caused by acquisitions.
• Resilience and Long-Term Trust:
MCB has built its reputation on years of service and consistency, offering customers a sense of security that national banks or consolidating institutions cannot always provide. Its commitment to the region and its customers has made it a trusted institution that thrives on building longterm relationships, rather than short-term profits.
• Local Expertise with Strong Financial Foundation: MCB’s deep roots in the region and its financial strength enable it to provide specialized banking services, such as agricultural loans, business banking, and personal finance solutions, without the risk of being absorbed or forced to change direction due to corporate decisions.
Competitive Advantage of Monterey County Bank:
SWOT Analysis
Strengths:
• Strong local presence: MCB is well-recognized in Monterey County, with a long history of serving local businesses and families.
• Personalized Service: MCB is known for its faceto-face service, which is a key differentiator in an age of digital banking.
• Trusted and Stable: Long-standing reputation for stability and trust, especially with long-term customers and businesses.
Weaknesses:
• Outdated Brand Image: The visual identity feels traditional and conservative, which might not resonate with younger, tech-savvy customers or millennials who value innovation and accessibility.
• Limited Digital Presence: While MCB offers online banking, it lags behind competitors in offering modern digital tools such as a robust mobile app or userfriendly online experience.
• Not Distinctive Enough: The bank’s messaging doesn’t stand out enough from other regional or local banks, particularly with regard to what makes MCB unique beyond being “community-focused.”
Opportunities:
• Modernizing the Brand: Position MCB as a bank that blends tradition with innovation, appealing to both loyal longterm customers and a younger, more tech-savvy demographic.
• Expand Digital Engagement: Improve the digital banking experience and engage with younger, more mobilefirst customers who expect seamless, techforward solutions.
• Expanding into Untapped Markets:
Grow MCB’s presence in Salinas, South County, and other agriculture-driven regions by building strong local relationships and offering tailored financial solutions. These markets present a key opportunity to blend MCB’s traditional values with modern banking tools, positioning the bank as a trusted partner in underserved communities.
Threats:
• Competition from National and Local Banks: Larger financial institutions with broader digital offerings are increasingly attractive to the region’s residents and businesses.
• Digital-Serving Banks: Online-first, digital-only banks (e.g., Chime, Ally) offer low fees and high-tech experiences that could lure younger consumers away from MCB.
Customer Journey Map
The Customer Journey Map for Monterey County Bank outlines the path customers take as they engage with the bank, with a focus on the bank’s stability and how it ensures continuity and trust during their journey.
• Channels: Branch visits, customer service calls, online applications.
• Channels: Local advertising (radio, print, billboards), word of mouth, MCB’s website, e-newsletters, and social media.
• Channels: Website, in-branch consultations, online reviews, and community events.
• Customer Actions: Customers become aware of MCB’s longstanding reputation for stability in the region, particularly in contrast to banks undergoing mergers or acquisitions.
• Bank Actions: Promote MCB’s stability through community outreach, emphasizing its local roots and unwavering presence during a time of regional consolidation.
• Channels: Mobile app, online banking, customer support, inbranch interactions.
• Customer Actions: Customers decide to open accounts or apply for loans based on the security, stability, and personalized service MCB provides—factors that larger banks cannot offer.
• Bank Actions: Facilitate easy decision-making by offering personalized consultations, emphasizing MCB’s strength and the benefits of a stable, communityfocused institution.
• Customer Actions: Potential customers research MCB’s offerings, particularly its personalized services and agricultural expertise. They may compare MCB’s stability and reliability against competitors, especially banks undergoing mergers.
• Bank Actions: Provide clear, transparent information on MCB’s financial health, including its long-term stability and dedication to serving the local community.
• Channels: Social media, word of mouth, referrals.
• Customer Actions: Customers continue to use MCB for their personal, business, and agricultural banking needs, valuing the stability and personal service.
• Customer Actions: Loyal customers recommend MCB to others, emphasizing its stability, local expertise, and personalized service.
• Bank Actions: Engage with customers regularly, providing updates on financial products and services, and reinforcing the bank’s position as a stable institution that prioritizes customer needs over corporate mergers.
• Bank Actions: Encourage referrals and reviews through incentives or loyalty programs, reinforcing MCB’s reputation for stability and customer-first service.
Strategic Recommendations for Monterey County Bank
1. Targeted Product Development
Create banking products that cater to distinct demographic segments (e.g., retirement accounts for older adults, mobile banking for younger generations, business loans for entrepreneurs).
2. Enhanced Digital Presence:
Invest in the development of a more robust and user-friendly mobile app and online banking system, ensuring that younger and tech-savvy customers can access services easily and efficiently.
3. Local Engagement & Community Initiatives:
Strengthen MCB’s presence in the community by sponsoring events, supporting local businesses, and providing financial support for regional causes. Customers in Monterey County appreciate banks that invest in their community.
Positioning and Messaging Strategy
Monterey County Bank’s Positioning Statement: “Monterey County Bank is a trusted, stable financial institution dedicated to serving the residents, businesses, and agricultural enterprises of Monterey County. While others in the region are being absorbed by larger corporations, MCB continues to offer personalized, reliable service with the security of a strong, wellestablished financial foundation. We provide expert financial solutions that ensure our customers’ financial success, today and in the years to come.”
Target Audiences:
1. Local Individuals and Families: Residents who value the stability and reliability of a longstanding institution. These customers may be wary of larger, impersonal banks and prefer MCB’s secure, familiar service.
4.Sustainability and EcoFriendly Banking:
Emphasize sustainable practices in banking services, such as reducing paper waste, promoting energy-efficient bank branches, or offering green home loans. This resonates with environmentally conscious customers in the area.
5. Financial Literacy Programs:
Host free workshops or offer online resources to educate customers on personal finance topics, including budgeting, saving, investing, and retirement planning. This will build trust and help position MCB as a financial partner for its customers.
3. Small to Medium-Sized Businesses: Business owners seeking a dependable financial institution with expertise in commercial banking, small business loans, and cash management. MCB offers the stability needed to support growth without the disruptions seen in larger banks undergoing mergers and acquisitions.
2. Agribusinesses and Farmers: Farmers and agribusinesses in the Salinas Valley that rely on specialized financial products such as crop loans, agricultural equipment financing, and business loans. MCB’s deep agricultural expertise and financial stability make it the ideal partner.
4. Affluent Individuals: Customers in wealthier communities who may seek high-end wealth management services, investment advice, and private banking with the security of a trusted, local institution.
Positioning and Messaging Strategy
Key Messaging Pillars:
• Stability You Can Trust: “Amid banking mergers and acquisitions, Monterey County Bank stands firm as a stable, reliable institution. Enjoy personalized service and financial security that won’t be shaken by corporate changes.”
• Local Expertise, Global Standards: “Our knowledge of the Monterey County market, particularly in agriculture and small business, means we can provide financial solutions that fit your needs, backed by the reliability and strength of a well-established institution.”
• A Strong Foundation for Your Future: “With decades of service and a strong financial foundation, we offer stability for your personal and business banking needs, without the uncertainty of larger, impersonal institutions.”
• Customer-Centric and Resilient: “Unlike larger, consolidating banks, we are dedicated to serving you with personal care, offering the kind of attention and support you won’t find in corporate-owned banks.”
Conclusion
In a rapidly consolidating banking environment, Monterey County Bank can position itself as the stable and trusted choice for customers seeking a reliable institution with deep local ties and the financial strength to navigate industry changes.
By emphasizing its long-standing history, financial stability, and personalized service, MCB can differentiate itself from competitors and continue to build strong, loyal relationships with its customers.
Customer Survey
On March 7, a customer survey was developed by the TMD Creative team and distributed to existing clients by the MCB team. With 99 responses collected, the survey offers meaningful insight into customer perceptions and preferences. These findings play a central role in shaping the recommendations and direction outlined in this brand study. The following section highlights key takeaways from the data and what they reveal about current brand sentiment.
Which branch do you visit most often?
Do you feel our bank meets your financial needs?
If you replied no to the above, please provide more details to improve our services:
Would you recommend our bank to others?
Do you find our products suitable for your needs?
If you replied no to the above, please provide more details to improve our services:
“Not easy to manage accounts. Not enough options. Frustrating that password is too often changed and not allowed to log in at night.”
Do you find our online banking platform easy to use?”
If you replied no to the above, please provide more details to improve our services:
“I don’t do online banking” “for online banking if you had mobile deposits and bill pay for both business and personal“ “Would like to be able to do mobile deposits, please!”
Was the staff helpful when you visited one of our branches?
Do you think our fees are competitive compared to other banks?
Would you prefer more personalized banking services?
“I appreciate all the personal service. But I know a lot of banks do not charge for accounts and pay a higher interest rate.”
“I don’t need any of those services and I’m not sure what they are.”
“being able to deposit via phone not having to come to the branch would be very helpful”
Would you like to see more digital banking features offered?
No No
If you replied no to the above, please provide more details to improve our services: Do you feel that the bank is
meaning Not Necessary”
“Having one of the branches open on Saturday morning would be helpful.”
“Easy to access except for depositing money remotely, as in a mobile deposit”
“Parking difficult. Actually, I shouldn’t need to go to the bank in 2025. My personal accounts are with competing banks where I have no need to enter the facility. Why can’t I deposit checks online like other banks. Among friends who also use MCB, we joke that MCB likes to torture us and do everything they can to complicate our lives“
“I inherited the business relationship with Monterey Co. Bank when I purchased JHW Architects from Daryl Hawkins - the last remaining original partner - in 2016. JHW has been an MCB customer for several decades, and I understand why. It’s important for local businesses to support each other, and we’re also both long time members of the Monterey Chamber. It’s nice to know and be known.
I enjoy every encounter with the staff, and every question is answered. When the pandemic hit, MCB was right on top of it, greatly assisting with the PPP loan to get the right amount that would help our company weather the storm, as it were, and also be forgiven afterwards.
For more personalized banking services, I don’t know what those would be. For more digital features, I might like to have the ability to make deposits, but I access the bank’s website with a
computer, so getting photo of the check(s) like I do on the (large national) banking app (on my iPad) for personal banking might be a challenge. Physically going to the bank for deposits has not been a problem. Some checks can be rather large, so I can see why online deposits might be too risky.
The only access issue has been timing of USPS mail I receive at the office vs. the bank’s hours usually prevents depositing checks received on the same day. That’s a very small problem - mostly due to the USPS, but online deposits might eliminate it.
I got in the habit of using the drive-thru during the pandemic, and have found it to be very convenient, and staff still always makes it a pleasant encounter. Few banks have drive-thru available, and if MCB decided to eliminate it, I would be happy to go back to walking into the lobby.“
We are constantly striving to enhance our services. Are there any commercial banking products you feel we should offer?”
“Bill pay”
“I’m completing the survey on behalf of my mom (Michelle Neubert) and myself. My mom passed away last year and I’m her successor trustee. While my mom was alive we opened a 2nd safety deposit box and added my name to her account. There was a lot of activity before and after her passing at the Pacific Grove branch. I can’t say enough about Simi Johnson, and her support for us during this last year. Her professionalism, technical competency, and personal empathy for our situation was a Godsend. She did this all with a careful eye on procedure and risk - our’s and the bank’s. I live in Washington State and use a local bank for my personal banking, otherwise I’d use the PG branch of Monterey County Bank. Laraine Quail”
“Get a working app”
“I don’t know what those products would be.
Sorry, I also can’t answer the next question comparing banks. I’ve never owned a business before buying JHW in 2016, so MCB is the only bank I’ve known for the business. I am aware that a business bank’s primary function is to provide support loans to help businesses grow, but JHW has not been in the position to use that type of service, because we don’t have any significant assets or inventory, or the cash flow to pay off a loan. We get paid for our time.“
“High
yield cd. Friendlier tellers “
“I go to the Carmel branch and 9:15 Nam is always fantastic and has been for years...”
How
would you rate MCB compared to other local banks and credit unions in terms of services, customer experience, and overall satisfaction?
Average rating: 8.9