First State Bank of Ohio has been serving its rural communities since 1884. Firmly rooted in faith, family, service and relationships, the bank was known in its legacy markets to be friendly, caring, responsible, hardworking and deeply committed to community involvement. Because of its values, longevity and stability, the bank is recognized and highly trusted. However, as the bank’s geographic footprint expanded, much of the brand equity seen in legacy markets has not translated to newer markets. Additional competition, a lack of awareness, a more separated workforce and inconsistent communication has resulted in less equity and considerably less awareness in growth markets. It was time for First State Bank to evolve its brand identity, establish a cohesive brand structure and system, improve communications both externally and internally, and increase awareness in newer markets.