Portfolio
BRAND MARKETING
CASE 02
How to communicate a loan so the brand doesn't blend in with the competition — audit, strategy, copy.
My own strategic concept. Built on the brand's publicly available communication and my own analysis — it's not an official intention or communication of the bank.
1. Starting point
Who we're communicating to and what that person is really dealing with.
A loan client wants a solution right away — but fears unclear terms, loss of control and hidden costs. Three decision drivers: control, simplicity, transparency.
Three user types
Impulsive
"I want it now." Reacts to visuals, the pain is waiting.
Controlling
"I want an overview." Calculates, analyses, the pain is hidden fees and uncertainty.
Friction-sensitive
"I don't want the hassle." Bothered by forms and paperwork, wants simplicity.
Three jobs (JTBD)
I want it now
Get a solution immediately when a situation arises.
Lower my payments
Consolidation dominates. Trigger: financial pressure.
Be in control
Manage my finances. Secondary, but key — and the least served.
2. Audit
Does the loan speak with one voice across channels?
I went through email, push, in-app communication, banners and spot descriptions. The line "simply / online / in a few clicks" is the most consistent and holds. But beyond that it falls apart.
There's no single main promise
Every channel leads with a different hook — speed, "no fees", a dry product name, benefits. All true, but there's no hierarchy. The KB loan doesn't have one thing you remember.
The tone jumps between human ↔ bankese
The warm "Borrow simply" next to the cold "Arrange a consumer loan". The same product, two different voices.
3. Competition
How other banks communicate loans — and where they leave the field open.
ČSOB — owns: speed + limit
A loan for anything, online from A to Z, the highest unsecured limit, flexible repayments. A functional, benefit-driven tone.
Česká spořitelna — owns: trust + reward
Arranging in George, a reward for repaying on time, leaning on responsible lending and "financial health". The most human tone on the market.
Raiffeisenbank — owns: speed
"Minute loan" — speed is in the name. It lures with a rate that is a bonus and conditional; the real APR is significantly higher.
Moneta — owns: price
A lowest-interest guarantee, matching the competition's rate. The most aggressive price position.
Open field
Everyone owns speed and price. Spořitelna partly owns trust. But nobody fully owns control and clarity as a promise to the client — and that's exactly what KB's product can do. The opportunity isn't to invent a new promise, but to start communicating what the product already is.
4. Strategy
One framework for where, when and how to speak.
The backbone is STDC (See–Think–Do–Care) — a loan is a pure funnel. The voice inside is Pain–Relief: name the fear from research, offer relief. Everything stands on three pillars built on the client's drivers.
Promise: a loan where you have clarity and calm — not anxiety.
Control
you run it
Simplicity
no hassle
Transparency
no surprises
Awareness
spot, banner. "The loan that doesn't scare you."
Consideration
push, calculator. How much and how.
Action
in-app, "I'm interested". Simplicity.
Existing client
consolidation, overview.
5. Execution
Sample job: consolidation — "I want to lower my payments and get an overview."
Pain: multiple loans = chaos and pressure. Relief: one payment, an overview, we'll handle it for you. STDC phase: Think → Do (and Care for existing clients).
Paying multiple loans at once?
By merging them into one you can lower your monthly payment. Calculate how much you'd save.
Subject: One payment instead of several
Preheader: Merge loans, cards and overdraft into one — and get an overview.
One payment instead of several
More loans mean less overview — different payments, different days, different amounts. By merging them into one you get simpler management and a clear overview of how much and when you pay. All in one place.
- you merge loans, credit cards and overdraft into one payment
- you may lower your monthly payment
- we'll handle all communication with your original creditors for you
- and if you need, you can borrow more too
CTA: Calculate your savings
Keep your loans under control.
Merge them into one clear payment.
CTA: Calculate your savings
Why it works — psychology & NLP
Relief from chaos, not just a lower number. "More loans = less overview" names the cognitive load. You're selling calm, not the rate — that's a deeper motivation.
"Overview" as a sensory predicate. People see and feel an overview — more tangible than "better terms".
"We'll handle it for you" removes the hassle barrier. The fear of rewriting contracts and calling creditors moves from the client to the bank — the reason to put it off disappears.
The contrast "several → one". A concrete number is more vivid and memorable than the abstract "consolidation".
"You may lower", not "you will lower". An honest conditional — true even without a number, so no representative example. Transparency as a tone, not just compliance.
6. Instagram - content strategy
How KB would communicate the loan on Instagram — within the same strategy.
Instagram isn't the place for "arrange a loan now". It fits See → Think → Care, not Do. Its job: build financial clarity and trust, give the brand a human face and softly lead to the calculator. The main message stays — the loan that doesn't scare you.
Content pillars
Financial clarity — pillar: transparency
Explain terms humanly — APR, rate, consolidation. "What it means", myths vs facts. Content that gets saved.
I've got it under control — pillar: control
How to manage finances, how consolidation works, how to set up a payment, financial health.
No hassle — pillar: simplicity
Product moments, lightly — how easy it is, "we'll handle it for you", a look inside the app.
Human situations — pillar: trust
Real life moments, faces, reassurance. The brand as a buddy, not an ad.
Formats
Reels
Hook + 1 idea. Reach, See/Think.
Carousel
"Understand X in 5 steps." Saves, Think.
Stories
Polls, Q&A, a human face. Care.
Feed
Brand claims, calm, consistency.
Content mix
60 %
value/education
25 %
human/trust
15 %
product
Sample posts
What is APR and why is it more important than the interest rate?
Demystifying one term in 20 seconds. Goal: saves.
5 things to have under control before you take a loan
A practical guide. Goal: saves and shares.
Ask us anything about consolidation
A Q&A series. Goal: community and trust (Care).
Tone · CTA · measurement
Tone
Human, calm, clear. No jargon, no scaring, no "take a loan" pressure.
CTA
Softly to the calculator / app. "Calculate in peace", not "take it now".
Measurement
Reach, saves (the main signal of value), profile visits, clicks to the app.
Compliance: consumer credit rules apply on IG too — nothing misleading or tempting into debt; once a number appears, a representative example.
7. Creative concept
Media campaign and spot script (approx. 22 s) — executing the promise "the loan that doesn't scare you".
The concept builds on the established monster world from KB's campaign, where a monster = a financial threat and KB = a shield that drives it away. Here the monster is the chaos of several payments — and consolidation calms it into one.
"From several monsters, one calm payment."
More loans = small nervous monsters, each screaming a different date and amount. KB's consolidation doesn't kill them — it merges them into one calm one you can live with. From chaos to overview.
Scene by scene
Chaos
0–3 s · hook
A person at home, surrounded by several small monsters — each holding a bill / a buzzing phone and shouting over the others: "The 15th!" "Mine's the 3rd!" "Minimum payment!" Visual and audio chaos.
Overwhelmed
3–7 s · pain
A close-up of a tired face. The monsters multiply the noise, the person loses overview.
Shield
7–10 s · KB steps in
The person opens the KB+ app and taps "Loan consolidation". A red KB square appears as a protective shield.
Merge
10–14 s · payoff
A person at home, surrounded by several small monsters — each holding a bill / a buzzing phone and shouting over the others: "The 15th!" "Mine's the 3rd!" "Minimum payment!" Visual and audio chaos.
Calm
14–18 s · relief
One calm monster sits peacefully next to the person. They exhale. One clean notification: "One payment."
From several to one
18–22 s · claim
End card: KB+ branding, claim "Loan consolidation from KB. From several to one." + the line "The loan that doesn't scare you." (a representative example / APR in small print at the bottom).
Craft
Sound
A cacophony of overlapping voices → silence → one soft tone at the moment of merging. That cut to silence is the moment.
Visual
Builds on KB's 3D monsters and the red square-shield, but with a new monster (the chaos of payments) — not a copy of their characters.
Consistency
The "several → one" principle is the same as in the push and the email. The spot, push and email speak with one idea.
The monsters are KB / VCCP IP — the concept is my own extension of their world with a new monster, not a copy of the characters. Once "payment" appears, the final version needs a representative example.
UX makes the brand promise real inside the product. Brand marketing carries it out — in the same voice, on every channel.