Milwaukee bank develops new processes to involve employees in new brand.

• Position: Marketing News

When it decided earlier this year to update its brand identity, Park Bank, a commercial institution in Milwaukee, (assets: $650 million) took a couple of extra steps to encourage a new "shared vision" among employees.

The bank's new corporate identity includes a tagline, "Driven by Yes," that describes the bank's positioning as a committed and inventive financial partner that strives to find creative ways to say "yes" to customers.

Park Bank developed some new organizational processes including:

* An employee "culture club" that meets regularly to brainstorm ways to improve the workplace and the customer experience

* New ("right the first time") metrics, particularly in those areas that have service delivery impact for customers;

* A new addition to performance evaluations focused on "Driven by Yes" performances.

* A redefined and streamlined mode of customer contact designed to deliver an unforgettable experience.

"The impact goes well beyond communication," says Mike Mahoney, president and CEO. "This affects how we work, what we offer, and--most importantly--what we bring to the table for our clients. "Driven by...