Brandpulse creates brand identity for "Cic On

In a detailed strategy process for positioning, Brandpulse analyzed competitors and benchmarks and examined the customer profiles of existing neobanks with regard to the attractiveness of the offering, the needs of the target groups, and pain points. Together with further insights from a brand architecture analysis, Brandpulse developed the brand strategy with integration of the new digital service offering as a sub-brand in the umbrella brand Cic.

The competitive analysis provided additional results regarding differentiation potential and messaging strategy for the new bank brand. From the segment strategy thus developed, Brandpulse derived the positioning, defined the value proposition and the message hierarchy.

When developing the name, Brandpulse focused on the digital connotation, the attractiveness for the target group of young professionals as well as on the usability under trademark law.

This was followed by the development of a design strategy and brand design concept as well as a communication concept. For the implementation, Brandpulse created guidelines with application principles, the design of the debit card, the key messages as well as an image campaign for the Cleverinvest offer module.

Cic On is scheduled to launch in September 2022.