"With over 28,000 employees worldwide, we looked to Bynder to help us work closer together, ensure 100% brand consistency across all markets, and ultimately become one Nordea."
With close to 200 years in the banking business, Nordea is one of the largest financial groups in Northern Europe, providing financial services to over 10 million corporate and private customers worldwide.
One of only a few European banks with an AA rating, Nordea takes pride in their distinctively “Nordic” brand image. And when you’re operating in an industry that is prone to interchangeable services and unimaginative branding, Nordea see their brand identity as an integral aspect in differentiating them from competitors and maintaining their esteemed reputation.
With thousands of stakeholders involved in branding communications, we really needed to get everyone on board smoothly if we were to really operate as ‘one Nordea.’
Prior to Bynder, Nordea were experiencing a steady increase in mergers and acquisitions—with a “family tree of around 300 banks.” Operating in multiple markets, they needed a solution that could enable both colleagues and external partners to operate in one single space for all branding communications, and ultimately ensure all customer touchpoints, regardless of region, embodied a distinctively “Nordic” look & feel.
What were Nordea looking to solve with Bynder?
Digital asset management was nothing new to Nordea, having used another DAM prior to Bynder. But given the scale of their growth and the scope of their business goals, they were looking for more than just a file-storage solution. Fundamentally, they needed a solution to break down the regional silos and pave the way for “one space” working.
Whether it’s creating flyers for events or localizing service pamphlets for regional markets, communicating a distinctive ‘Nordic’ brand identity consistently demanded a digital transformation.
Not only did they need a central location to access the latest brand assets, but they also required a structured, step-by-step workflow that would ensure that every asset created is on-brand, up-to-date, attuned to regional market nuances, and ready for public use.
Talking practically: How did Bynder help?
Digital transformation is a continual process for Nordea, and the need to remain flexible and adaptable to change is a necessity to stay competitive in the digital era. So how has Bynder helped with transformative efforts?
Becoming one Nordea with Bynder’s Brand Guidelines
Whether it’s a marketing manager or a new intern, Bynder’s Brand Guidelines module provides a single source of truth for employees to control, communicate, and bring consistency to the Nordea brand identity.
Interactive, configurable, and supporting rich content to bring their brand story to life, all stakeholders rely on the Bynder portal to know exactly how to create brand content that communicates the uniquely ‘Nordic’ look across all markets.
The Brand Guidelines module has really encouraged a spirit of self-sufficiency for the Nordea team and external parties; there’s minimal management needed. We know everything is up-to-date, clearly communicated, and has all you need to create content that’s always consistent with our brand identity.
Speedy, secure asset sharing
The benefit of having all assets in one single space is that the Nordea team no longer need to deal with clunky back-and-forth emails when sharing files, both internally and externally.
Instead, sharing files directly from within the Bynder portal maintains security, while enabling quicker, closer collaboration.
Creating on-brand content in minutes with Bynder’s Brand Templates
Operating in multiple languages, markets, and channels, the Nordea team needed to rethink their approach to content creation in order to communicate as one unified brand. Bynder’s Brand Templates module has been key to this transformation.
Tweakable templates: The Brand Templates module enables everyone in the Nordea team—not just designers—to create content, fast. Working from 13-15 pre-made asset templates, they don’t need to reinvent the wheel when customers across markets ask for the same product 2-pager, poster, or flyer. Now, they have the flexibility to edit the text within a template to adhere to legally-different standards per market, and personalize it as they like—while staying 100% consistent with their Brand Guidelines.
We’re using Brand Templates daily for not only creating new assets, but re-using existing ones too. We can make minor adjustments to a ‘Master’ asset for different languages and markets, while still communicating a uniformly ‘Nordea’ style. It saves so much time!
More autonomy; less agencies: The speed and convenience enabled by Templates has allowed Nordea to bring more content creation in-house, encouraging wider autonomy throughout the team. That way, they don’t need to rely so much on external agencies to create assets, which means less back-and-forth feedback rounds, and more freedom and flexibility for the Nordea team to create content as and when they need it.
Bynder is directly supporting our business objectives, and finding a solution that has this direct link is not easy when you’re such a big company.
You’ve read the highlights; now check out the full Bynder x Nordea story here
Over 4000 brands rely on Bynder to boost their branding efforts: from brand consistency and project collaboration to centralized file storage, we have a tailored solution to fit the needs of each and every customer. Why not see what Bynder can do for you with a free demo?
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