Gorham Savings Bank Adopts New Tagline, Brand

Banking is Believing is unveiled as new company mantra and customer promise

GORHAM, Maine, June 7, 2017 — Gorham Savings Bank is proud to announce that it has adopted a new comprehensive brand and tagline. On Tuesday, the bank replaced its incumbent tagline A Breath of Fresh Banking with the new line, Banking is Believing. The change was born of an effort to more deeply and accurately articulate the bank’s culture, the nature of its customer relationships, and what it uniquely stands for among southern Maine financial institutions.


The bank chose the new tagline at the culmination of a 9-month comprehensive rebranding process facilitated by its marketing partner, Grove Marketing. This process began with a series of in-depth stakeholder interviews that sought to identify what sets Gorham Savings Bank apart in the eyes of its retail and commercial customers, employees, and the community.


Through this process, it became evident that the bank employees’ most profound source of professional pride, and the glue that binds the bank’s company culture, was the bank’s ability and willingness to be a Force for Good in the lives of everyone it touches. That means making a positive difference for one person, one business, and one community at a time. This spirit is not lost on customers, with many expressing the bank’s unique proposition as a belief in their goals and dreams, coupled with a desire to help make them happen.


The Banking is Believing tagline is supported by a new look and brand themeline, which can now be seen on the bank’s website, gorhamsavingsbank.com, and in its public-facing ads, both of which were updated Wednesday to reflect the change.