Corporate communications at VP Bank
In the asset management business, products and services are frequently commodity-like in nature. Nonetheless, financial institutions can differentiate themselves through the service and perceptible client benefits they offer as well as the impression they make in the public eye. VP Bank strives to achieve precisely that – and in doing so, creates unique experiences for the most demanding of clients.
VP Bank Group’s approach to corporate communications stirs emotions, provides orientation and fosters long-term relationships. This way, a sense of what the company is all about becomes ingrained in the mind of the recipient.
Uniform appearance
Corporate communications encompasses all means and methods applied by VP Bank Group in getting its message through, both internally and to the general public.
The primary objective of corporate communications at VP Bank Group is to convey to stakeholders a uniform impression of the Bank per se as well as its values and standards. Professional corporate communication enables information regarding the company to be absorbed rapidly and attributed to VP Bank.
The “Group Communications & Marketing” unit at VP Bank is in charge of handling all of the Group’s corporate communications in accordance with a holistic concept. Group Communications & Marketing reports directly to the CEO and is subdivided into the “Communications” and “Marketing” departments. It is also the professional contact partner for all questions pertaining to corporate communication.
Contribution to the company’s success
Through targeted measures, the communications team at VP Bank Group contributes to:
- The positioning of VP Bank in keeping with its identity (vision, mission, values) and thereby the enhancement of the brand value
- The achievement of strategic goals by orienting all communication activities and instruments towards the realisation of those goals
- Ensuring that Group communications are open, comprehensive and transparent
- The uniform perception of the company by insiders as well as outsiders through the active accompaniment, harmonisation and supervision of the information flow between VP Bank Group and its dialogue groups
- Ensuring the long-term commitment of all employees to VP Bank
Communication tools
A mix of proven communication instruments enables the communication work on behalf of VP Bank Group and its public appearance (brand and image) to be conducted professionally and developed further.
The various communication instruments include:
Media work: the continuous fostering of relationships with relevant journalists and media representatives as well as the placement of opinions, interviews and VP Bank contributions in opinion-shaping publications
Investor relations: a credible, consistent information policy on all corporate data that could be of relevance to the stock price and valuation of the company
Corporate publishing: a regular and comprehensive flow of information by means of corporate publications
Internal communication: the conveyance of information as well as the maintenance of a dialogue between company management and the employees
Client communication: an open, transparent and comprehensible flow of information to clients and client groups of VP Bank
Corporate events: efforts to make the VP Bank brand come alive through targeted events for internal and external stakeholders
Sponsoring: the provision of money or services to strategically defined contract partners as a way of supporting their activities in the realms of sports, culture and entrepreneurship
Donations: monetary contributions that demonstrate the company’s sense of responsibility towards its home country of Liechtenstein
Advertising: the conveyance of VP Bank Group’s key messages, with the objective of providing information to clients, giving them a positive impression of the Bank and motivating them to act
Electronic media: the dissemination of current information by means of the Internet and VP Bank Group’s intranet
Social media: the exchange of experiences, opinions and VP Bank-related information via dialogue on XING, LinkedIn, Twitter and Wikipedia
Associated measures, such as predefined positioning messages, corporate wording rules and an official in-house glossary, promote the consistent formulation, style and tone of the “VP Bank language”. This way – and in keeping with its vision – Group Communications & Marketing engenders trust, credibility and partnership in all of its communication activities.
