Monday, September 8, 2014

Park Sterling launches 1st major branding campaign

Park Sterling Corp. is launching what it calls its first major branding campaign since the Charlotte-based lender was founded in 2006.

The holding company for Park Sterling Bank announced the campaign, "Answers You Can Bank On," on Monday.

The campaign comes as the largest community bank headquartered in Charlotte continues to expand by acquiring other banks and opening in new markets.

Four months ago, Park Sterling bought Rock Hill-based Provident Community Bancshares. Also this year, Park Sterling entered the Richmond, Va., market when it opened a loan-production office that it has converted into a full-service branch.

As it grows into a larger lender, Park Sterling is seeking to portray itself as still being able to provide the personalized service that smaller banks are known for.

On Monday, the lender said its branding campaign aims to build awareness for its "ongoing mission to provide customers with the kind of answers that can only be found when large bank resources are effectively combined with the high-touch, flexible and personalized service of a community bank."

The campaign, which includes radio and newspaper ads, is being debuted in the Charlotte metropolitan area and Greenville, S.C., markets.