Bringing corporate brands to life

A corporate brand reflects not only what you do but why. How do you reflect the values of the community? What are you contributing beyond your products or services? Ultimately, what do you stand for?

Answering these questions leads a corporate brand to a compelling, unique position—one that upholds the core beliefs, culture and future ambitions of the organisation. Customers who share these values are more likely to develop loyalty and trust.

Once this brand is established, consistency of its expression is essential, however the challenges of achieving such consistency across vast branch networks is a complex operation. This is where Diadem steps in.

First, we need to develop a well considered and holistic project plan that considers all stakeholder requirements, overcome any foreseeable obstacles and meets the marketing, timing and budget parameters. Secondly, we must faithfully translate the brand through materiality and form that make it relatable, distinctive, and authentic. Finally, sourcing and engaging with a specialist supply chain to successfully procure the thousands of assets is critical in meeting the project objectives and ensuring the longevity of the brand. Only when you do this in unison can you ensure a branch design that creates a powerful connection with customers.

In the banking sector, where all major players offer similar services, cutting through the noise is vital for success. Telling brand stories—across print, digital platforms, the built environment and customer service—is one of the key ways they can stand apart.

Recent studies reveal that roughly 60% of a financial brand’s strength comes from aligning with customers’ needs and concerns. The remaining 40% stems from the brand’s ability to engage and evoke emotions.

At Diadem, we go beyond signage. We develop strategies that interpret our clients’ brand stories at every touchpoint in the built environment. As custodians of these stories, we deliver creative solutions that are both effective and responsible. And more and more, demonstrating a brand’s commitment to sustainability through branding further strengthens connections with customers.

When working with National Australia Bank (NAB), Diadem took a more tailored approach. Recognising the need to modernise its branches, NAB engaged Diadem to provide specialist procurement and implementation services.

This involved adapting the existing corporate identity and procuring bespoke signage as part of a nationwide branch refurbishment. The success of this project was in understanding that sometimes small, strategic enhancements can have a significant impact.

Even with ongoing shifts in the banking industry and the broader corporate sector, alongside the growing demand for digital access, the need for human connection remains.

The most successful corporate brands—and the environments that represent them—are those that place customer experience at the heart of every strategy. As the landscape evolves and businesses reimagine spaces and customer interactions, Diadem remains committed to safeguarding these brands and ensuring their stories are communicated effectively.