As a sign of a competitive industry, Independent Bank is now working on a re-brand, coinciding with the recent announcement of the Fifth Third rebrand efforts (see earlier post).
According to an article in Business Review, the Ionia-based bank is updating the colors and design of its logo, and revising materials to stress as one that is accessible and easy to use. They also are working to appeal to younger customers, but they don't define how young that niche is.
It's good that VP of Marketing Shelby Reno says the brand appeal reflects customers' current perception. However, one wonders if that perception will automatically be shared by the new market they are trying to reach. It is also unclear if the age-specific brand effort will retain customers who mature, like bonds, and are looking for more senior services.