Integrated Luxury Brand with Lush Branch, Gorgeous Website

Every now and then, there’s a bank that really understands the importance of having an integrated brand supporting a narrow focus on a specific audience.

Goldwater Bank, targeting upscale residents in the posh retirement mecca of Scottsdale, Arizona, is such a bank. Their website is a visually lush and stunning reflection of the bank’s equally-impressive in-branch experience.

When you pull up to their prestigious location on Scottsdale’s ritzy waterfront, you can have the Goldwater valet park your car for you. Then, when you’re inside, you can help yourself to a cold drink from the refrigerator and check your email on a new Apple Macintosh. There are no tellers, just private, sit-down transaction pods.

Everything about them is refined, sophisticated. Even the name is on-brand.

They call it “Lifestyle Banking,” and it’s built on what they refer to as “The Five C’s:”

  • Common sense
  • Courtesy
  • Customization
  • Concierge
  • Courier

It’s the last two C’s – the concierge and courier – that really stand out. Yep. That’s right. They have a courier. If you’re too busy to make it to the bank, don’t worry. You can use Goldwater’s door-to-door banking services.

That’s not all. Their concierge will help you with everything from taking care of your pets to picking up your mail. They’ll also help you with such things as buying flowers, arranging dinners, booking exotic trips, getting tickets to exclusive events, and all that other stuff the rich don’t have time to do themselves.

Luxury banking with swanky pampering. Sounds pretty nice, doesn’t it?

Surprisingly, this bank isn’t just for the super-rich and mega-famous. The minimum required to open a checking account is $25,000. Maintain an average balance above that and you qualify as a member of their Elite Status program.

The only downside to the website is its music track. It gets old pretty quickly. And forgets that your preference was “no music” when you reload the site.

Key Takeaway: When you focus on a specific audience and their unique needs, it’s much easier to align every aspect of your organization around a cohesive brand — what you do, what you offer and how you offer it.

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