Landera: Banking Evolves. Trust Endures.

As the oldest bank in the Dakotas, First Dakota National Bank has no shortage of name and brand recognition throughout the region. But its ag lending division, Dakota Mac, had reached a point where a name change wasn't just desirable — it was necessary. Upon conducting a FOCUS session and working closely with bank leadership, we helped develop a new name that would reach a broader geographic audience and inspire a bold new vision for ag lending: Landera.

Video Storytelling Introduces a Brand

Farmers and ranchers value trust in any banking transaction, and reinforcing the relationship First Dakota has built with its customers was critical to unveiling this new name. We developed a brand manifesto video rooted in relationships, visiting a handful of operations to listen to farmers' and ranchers' personal experiences. Our team wove together a powerful story driven by farmer voices that spoke to the values that define Landera.

A Multi-Step Brand Activation and PR Plan

First Dakota started by unveiling the new name and brand to its internal team, using the video to help underscore the reasons for the change and align everyone around a shared vision moving forward. Next, Landera was introduced more broadly to First Dakota customers and, eventually, the general public. We helped design swag kits to provide staff with updated apparel and accessories to help them represent the new brand. Similar brand kits were sent to Landera customers as well. Our PR team also helped coordinate a press conference and secure earned media coverage for the new name.

- DRAG THE CURSOR -

"High Five, Paulensites!"

Our work spanned a little more than a year, from the initial naming process to brand launch. The entire First Dakota team was thrilled with the process, deliverables and support we provided along the way to help launch Landera.

“When we considered agencies to help us rebrand our Dakota Mac division, Paulsen was a no-brainer for our short list. Their legacy in agri-marketing, deep grasp of our audience and extremely detailed plan of action proved invaluable in bringing the Landera story to life.”

- Eric Raasc, VP - Creative & Design| First Dakota National Bank