Re-energizing the Brand for Farm Credit Services of Mandan

The Challenge

In today’s ag finance environment, loyalty to the cooperative model is under pressure. For FCS of Mandan, the question wasn’t just how to compete on rates—it was how to reconnect with producers in a way that would remind them why being farmer-owned still matters.

They turned to Paulsen to bring energy, clarity, and relevance back to their brand.

Listening to Understand

We began with a deep discovery—conducting Paulsen FOCUS® sessions with employees, board members, and farmer-members.

The insight was clear: while the cooperative structure remains meaningful, the message had grown quiet. At the same time, competitors were showing up stronger and louder—especially with younger, more tech-forward producers.

We paired those findings with a competitive audit to identify gaps, opportunities and tone-setting themes.

From Insight to Identity

We developed a refreshed brand positioning and messaging platform that told the FCS of Mandan story in a way that felt familiar—but fresh.

The campaign theme—Farmer-Owned. For Generations.—captured the legacy of the co-op while signaling a renewed focus on the future.

We supported the brand refresh with:

Internal message training for board, leadership and sales
A full creative campaign: print, digital, TV, audio and social
Landing pages

With a unified message and strong creative in hand, we launched a fully integrated campaign across platforms and local events, including print, digital and text/email tactics

The Results

More than metrics, the campaign helped realign the organization—from internal teams to external messaging—with a brand story everyone could stand behind.

For producers choosing a lender, rates will always matter. But so does trust, legacy, and community.

The campaign re-energized FCS of Mandan’s brand and reminded its audience that being farmer-owned still means something.