The VP Bank brand strategy

Anyone who closely scrutinises the logo of VP Bank will notice that the prominent symbol in the Bank’s logo is not a geometrically perfect circle. This “unround” circle embodies the Bank’s philosophy, symbolising the focus on bespoke, tailor-made, client-focused solutions.

The future belongs to those who move onwards towards their goals. All that matters to VP Bank is helping its clients get ahead and working with them to seize the opportunities that present themselves in the capital markets.

VP Bank’s DNA and expertise stem from its business with professional financial service providers, the intermediaries, and VP Bank also puts this knowledge at the disposal of private clients. Whether taking small steps or great strides, it creates innovative, tailor-made solutions in keeping with the latest trends – acting with clarity and certainty. For many years now it has been creating unique brand experiences time after time.

Seven core brand messages reflect the brand strategy and depict VP Bank’s value proposition.

For more than 65 years, we have been working for our clients with plenty of dedication and entrepreneurial agility. Long-term and trusting relationships are our primary goal.

The client experience – whether physical or digital – is at the centre of everything we do. We think, develop and act according to this guiding principle.

In the future, by combining traditional banking with the benefits of digital ecosystems, we will create a concept of service that focusses not on the needs of the Bank, but on those of our clients.

We aim at all times to simplify processes and reduce complexity where possible, because this is the basis of our success.

We see change as an opportunity to continue to offer our clients the highest degree of stability combined with innovation in the future.

With our roots in Liechtenstein and our international network, we offer our clients unique opportunities to grow their assets.

As a dynamic bank that is always developing innovations and has even been a trail blazing pioneer, we are always creating new and convincing client experiences.

Unique and fit for the digital age, though at the same time with a sound physical presence – VP Bank’s design is a reflection of its brand values. With its bold, illustrative style, the Bank has created a signature value in its brand design over the past 20 years.

The key elements of the “Clarity” design concept are illustrations with a strong design, which are used as a tool to convey the brand messages. The overall identity is modern, simple and embodied in both digital and analogue form.

VP Bank’s brand design stands for clarity, simplicity and a focus on the essentials. The user experience is just as important in digital media as it is in tangible items such as brochures, cards and client gifts. Modular elements make it possible to communicate in a way that is appropriate to the target group, and to respond quickly to current issues relating to banking.

The brand identity was realigned with the introduction of “Clarity” in 2017. A brand evolves with the needs of clients as well as strategic requirements. VP Bank is therefore committed to constantly reviewing and developing the brand. The Bank’s brand development work is thus carried out according to its own “stay-fresh approach” under which the brand is constantly developed in small, incremental steps and adjusted in line with the prevailing corporate strategy.

Various digital projects were launched and implemented in 2022. One of the most important involved the development of a fully comprehensive design system. This not only helps VP Bank and all development partners to achieve a more consistent user experience, but also closes the gap between design and development.

In May 2022, VP Bank publicly presented the new research portal. The user interface was made more similar to those used by the website and client portal in order to ensure a seamless user experience.

In August 2022, a new social intranet known as “groupNet” was launched for Bank employees. In doing so, VP Bank is aiming to promote the exchange of information, cooperation within the organisation as well as a culture of feedback.

Since 2022, all social media content has been developed in line with channel-specific requirements. By developing new ideas, VP Bank is constantly operating at the cutting edge when preparing content and achieves engagement rate figures that are far above the industry average.

Throughout the year, VP Bank has placed a major focus on the matter of employer branding. The job portal and job adverts have been entirely overhauled and a number of successful campaigns have been completed.

VP Bank has also carried out several multi-channel campaigns for distribution marketing. These include for example push campaigns for asset management mandates as well as a mortgage campaign. This also involved the deployment of innovative presentation solutions, which will be expanded in the future to all existing products.

With its new, highly professional livestreams, VP Bank is also setting the pace for the industry in the events sector.