IBT Enterprises

Events & Press

IBT Launches Rebranding Initiative
IBT redefines image and offerings

ATLANTA, June 18, 2003
IBT, the nation’s largest specialty retail branch and performance consulting company, announced that it has launched a rebranding initiative redefining the company’s image and offerings. IBT worked with BlackburnBroadfoot, a creative services company, to develop a new logo and marketing collateral. The company’s updated advertisements focus on network expansion, branch design/build capabilities and performance consulting.

IBT wanted its image to portray a company that was very approachable and open-minded. “In the 1970s and 1980s, the banking image was very conservative,” Pat Clemens, president of IBT said. “Everyone wore dark gray suits, white button-down shirts and striped ties. Our previous image reflected that tone. Over the years, the financial industry has become less formal, and we, too, have lightened the way we approach our customers and prospects.”

IBT was initially known for its in-store branches. Now its offerings encompass the spectrum of retail branching services to include a variety of products and services, such as specialized consulting. “We have become forward thinkers, we have become modern branch designers, and we have become design experimenters,” Clemens added. “ We have grown from being a core provider of in-store branch designs to providing a variety of services surrounding the retail banking industry. We wanted our image to reflect how we approach business today.”

The new logo features the company’s name, IBT. “For many years, we were known as International Banking Technologies,” Clemens said. “Today what we do is quite different from who we were then. Our partners really know us as IBT and using just the initials going forward reflects the significant changes that have taken place within our business.” IBT offers specialty branch construction, design/build services, sales training and performance-boosting consulting services to financial institutions. The company helps organizations expand their presence through the placement of branch facilities in supermarkets, storefronts, freestanding interior buildouts and branch-at-work locations.

IBT also created a series of ads to reflect its new direction. The ads focus on branch network expansion capabilities, its design/build services and branch performance boosting consulting and training offerings. “The ads are unique and not what you might expect to see in a publication read by financial institutions,” Clemens said. “Our intent is to get people to stop and say, ‘What’s this doing in here?’”

According to Clemens, “We are vying with many competitors that say they offer what we offer at the same price so we knew we had to differentiate ourselves. Our creativity, willingness to look at retail banking from many different angles, and our ‘easy-to-do-business with’ approach makes us unique. We wanted to reflect these characteristics in our image.”