Smart branding helps USAmeriBank reach $1 Billion in just four years


Formed in February 2007, Largo-based USAmeriBank provides banking services to mid-sized commercial businesses and consumers in the West Central Florida market, and Schifino Lee Advertising + Brandinghas been with them nearly from the start. Amidst a challenging financial market USAmeriBank tapped award winning advertising firm Schifino Lee in 2008 to reposition and rebrand the bank.

A thorough look at the competitive landscape ranging from local community banks to large national banks, and an analysis of customer needs in this time of turmoil provided Schifino Lee with a strong foundation for executing USAmeriBank’s unique new brand position, logo design, environmental graphics, collateral and website. USAmeriBank quickly became known as the Tampa Bay area’s bank of choice to their primary target market of business owners with $1-$10 million in revenue per year.

Utilizing consumer research led by Schifino Lee, the creative team positioned USAmeriBankin a way that made their audience feel confident that they would be working with a bank that is right for their business because of the bank’s expertise in providing financial solutions that help customers and communities grow. Schifino Lee developed a corporate image for USAmeriBank that positions them as larger, financially stronger, and better prepared than other homegrown banks and more personal and nurturing than the national and regional banks. Schifino Lee also helped differentiate USAmeriBank by communicating their unique business model to their target: They are employee owned and hire only the most experienced and knowledgeable bankers to build long lasting relationships with businesses and individuals. All of this has led directly up to their billion dollar success.

In mid-February USAmeriBank reached $1 billion in assets in just four short years. They managed a 23.6% gain in this past year alone including 7% since the start of 2011. They are ranked third most profitable and third-largest bank among 140 U.S. banks that were formed in the last four years. It is now the second largest bank on the Gulf Coast and well-positioned for continued growth.

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