Page 17 - BusinessWest May 11, 2026

want to send, we can track that with
better insight by looking at clicks to see
where people are going and what peo-
ple are engaging with, and it helps us
with opportunities on how to improve
our digital presence.
“When it comes to consumers, they
expect convenience,” Herman went
on. “And digital is a very easy path to
take action; we want that experience
through digital seamless for people.
When we draw them in with that first
impression, we want to make it easy for
them to take the next step.”
Audra Hamel, chief Marketing offi-
cer for Liberty Bank, agreed.
“With marketing, you need to meet
people where they are,” she said, add-
ing that, increasingly, this is on the
various digital platforms, everything
from social media channels like
Facebook, Instagram, and TikTok to
YouTube and Hulu. This means new
strategies, including the use of social
media influencers to gain credibility
with — and, hopefully, gain business
from — different audiences, especially
the younger demographics.
“Everything shifts as consumers’
expectations and their behaviors shift;
we have to keep evolving them,” she
went on, citing, as just one example,
the use of UConn women’s basketball
star Sarah Strong to help promote
the brand as what Hamel called a
‘micro-influencer.’
“We partnered with her, and she
did a surprise visit to New Britain
High School and their girls’ basket-
ball team. She showed up for their
practice, practiced with them, and
talked a little about financial educa-
tion. We filmed some social content
videos with her that we’ve put out on
our social media platforms, and it has
created such a ‘wow’ factor.
“In Connecticut, people have a
sense of community with UConn
sports, and female sports is another
place where people bond together,”
Hamel went on, adding that Strong
and others in the Connecticut com-
munity have become key components
of branding initiatives and efforts to
reach younger audiences.
What’s My Line?
In many cases, marketing and
branding efforts start with a tagline,
said those we spoke with, noting that
they are often developed after months
of research and due diligence, and
are another important strategy in the
broad effort to gain some separation.
Five years ago, Country Bank
rebranded and adopted the line
“Made to Make a Difference,” said
Regin, adding that this refers to every-
thing from the business conducted in
the branches to, especially, what goes
on in the community.
“It was a four-month process
of research and development,” she
noted. “And ‘Made to Make a Differ-
ence’ was born from all of the col-
laborative conversations and what
people said about Country Bank —
Business W est “With most bank ads, if you erase the bank’s name and put
in another bank’s name, the ad would still work; everyone is
selling the same products and services. So we wanted to put
a stake in the ground on something that other banks weren’t
going to be able to easily copy.”
moment for us; it [the new tagline] lives
and breathes within our own culture.”
At Liberty Bank, which last year
celebrated its 200th anniversary, there
was a similar exercise, one involving
focus groups, and market research
vwith bank team members, customers,
non-customers, businesses, and others.
“We were looking to find a space
where consumers’ and businesses’ val-
ues intersected with ours because the
sweet spot for a brand is when there’s
an emotional connection — people
want to do business with brands that
whether we’re volunteering in the com-
munity, at business events, or making
donations to the local nonprofits, it’s
been something we’ve always stood by.
“And once we went to ‘Made to
Make a Difference,’ it really ignited the
staff to understand what we were all
about, and they continued to build their
own brands and make a difference and
use that in everyday life,” she went on,
adding that the bank enjoyed a 60%
increase in engagements on its social
channels within six months of the
new brand launch. “That was a pivotal
Banks
Continued on page 19 >>
Your business
is personal.
Your banking
should be too.
Working with UMassFive
has really been a game
changer. I feel like I
have a team supporting
every aspect of my
business. It has allowed
me to go from day-to-
day operations to—
yeah, okay—maybe I
can retire in 10 years!”
At UMassFive, we understand that your business is
more than just margins and spreadsheets–it’s an
extension of you. Your vision. Your goals. Your potential.
That’s why we look beyond the bottom line to learn
what makes your business tick, and provide expert
guidance every step of the way toward what’s possible.
UMassFive: It’s all about you.
Francesca DenHartog
Northampton, MA
Owner, Valley Fabrics
umassfive.coop/business
<< BANKING & FINANCE >>
MAY 11, 2026
17