The Business Development Bank of Canada (BDC) today launches a new brand identity aimed at making its role and product offering better known to a greater number of entrepreneurs across Canada. The modernized brand image will be supported by a multi-faceted advertising campaign which will appear across Canada beginning this week.
Market research conducted at the end of 2014 on the awareness of BDC in the Canadian marketplace demonstrated that entrepreneurs were not familiar with the company and its services. “We have an important role to play at BDC—to help entrepreneurs succeed and grow—and we must not shy away from communicating it if we want to be able to help more businesses get to the next stage of their development,” said Michel Bergeron, Senior Vice President, Marketing and Public Affairs.
Small and medium-sized businesses are the engine of Canada’s economy. They account for 99.9% of all Canadian companies and employ close to 90% of private sector workers. However, only a small portion of these businesses are aware of BDC’s unique role and the services it offers. It is for this reason that the organization is looking to address its low awareness rating by being more visible to both entrepreneurs and its partners, such as bankers, accountants and other professionals.
Along with its agency of record, Cossette, BDC has developed a brand image to reflect that it is a different kind of bank and Canada’s only bank devoted exclusively to entrepreneurs. “Our new logo includes an evocative maple leaf which boldly states that we are a proud Canadian organization serving the needs of Canadian small and medium-sized businesses from coast to coast,” Bergeron continued. “The lower-case font calls to mind our openness, accessibility, and our willingness to work more closely with entrepreneurs.”
BDC’s new signature─“financing. advising. smarts.”─ is meant to clearly position BDC as offering a unique combination of financing, such as loans, venture capital, subordinated debt and private equity, as well as advisory services. The organization will use the third element of the signature to portray a shared quality between the entrepreneur and BDC.
To showcase the new brand image, Cossette and BDC have created a multimedia campaign that includes TV commercials, radio spots, print advertising and a significant online presence.
“The idea behind this campaign was to show the close relationship between BDC and entrepreneurs,” said Antoine Bécotte, Cossette’s Chief Creative Officer. “We chose an approach that highlights the common values that drive them both, including passion, determination and drive. We hope to reach entrepreneurs across the country and remind them of the extent to which BDC’s know-how can help them succeed.”
The campaign will run nationally in English and French.
Client: BDC – Michel Bergeron, Annie Marsolais, Pierre Ménard, Roxanne Romani
Media: Cossette Media
Production house: La Cavalerie
Director: Guillaume de Fontenay
Post-production: Fly Studio
Sound: Apollo Studios
Music: Apollo Studios (J.S. Houle)
Photography: Shoot Studio (Martin Girard)