Brand strategy

The future belongs to those who move forward with determination. For VP Bank, only one thing counts: making our clients' goals our shared goals and moving forward in partnership.

A strong partnership is particularly important when expectations are high. VP Bank is personally and professionally committed to the needs of financial intermediaries and private clients: responsible, efficient, and always forward-looking.

Seven key brand messages

Seven key brand messages reflect the brand strategy and represent VP Bank's value proposition. Further information can be found on the website at www.vpbank.com/brand.

Brand structure and protection

VP Bank pursues an extended single-brand strategy. Wherever possible, it operates under the name VP Bank. Units that are not permitted to use the VP Bank logo for legal reasons use their own logo with the VP ligature.

The brand structure of VP Bank can therefore be divided into two levels:

VP Bank considers its brand to be one of its most valuable assets. Professional protection and effective defense are therefore extremely important. Trademark-related tasks include the development of protection strategies, availability searches, trademark registrations and renewals, trademark monitoring, trademark evaluations, enforcement of trademark rights, and well-thought-out domain management.

In cooperation with renowned trademark attorneys, VP Bank's trademarks are protected and monitored in growth markets, opportunity markets, and other markets, either directly or under the Madrid System.

Continuous development of the brand design

The brand design can be described in one word: “clarity.” The entire image is modern, clear, and can be experienced both digitally and analogously, conveying simplicity and a focus on the essentials. A brand evolves in line with customer needs and strategic guidelines. The continuous review and further development of the brand is therefore of great importance to VP Bank.

The bank's branding work is based on its own Stay Fresh approach, whereby the brand is continuously refreshed in small steps and adapted to the current corporate strategy.

New developments in 2025

Image campaign

At the end of the first quarter of 2025, VP Bank launched its “The best of everything” image campaign. Against the backdrop of an increasingly fast-changing world, the campaign addresses key issues in customers' everyday lives. It positions VP Bank as a reliable partner that offers individual solutions and holistically combines different needs. The focus is on the idea of thinking of supposed opposites not as either/or, but as a meaningful combination – in line with the motto “Why not both?”. The campaign was rolled out across various channels and achieved high visibility, among other things with eye-catching poster advertising at Zurich Airport.

Annual report based on a digital-first approach

In March 2025, VP Bank published its annual report in line with its digital-first approach. For the first time, it completely dispensed with a print version and focused on digital channels. This underlines VP Bank's commitment to modern and sustainable communication. At the same time, the bank successfully and comprehensively integrated ESG regulations in accordance with the Corporate Sustainability Reporting Directive (CSRD) into its annual report – from strategic objectives to operational implementation. The content was prepared for multiple media and published simultaneously on the website, as a PDF and in XBRL format, ensuring a high degree of transparency, comparability and regulatory compliance.

VP Nova Club

VP Bank's youth offering was completely revamped and marketed in Liechtenstein with a broad-based campaign. In addition to the existing VP Nova banking packages, the VP Nova Club was introduced. This offers young people exclusive access to attractive vouchers and discounts for selected leisure activities, thereby creating additional value that goes beyond traditional banking services.

New social media strategy

In the reporting year, VP Bank adopted a new social media strategy to further develop its digital brand presence. There is a particular focus on the advocacy program: around 30 employees post content regularly on a role-based basis. This results in authentic posts with a personal touch that achieve a greater reach than the corporate channel, appear less commercial, and specifically address the individual networks of the advocates.

VP Vida Go

In August 2025, VP Bank launched an eye-catching multi-channel campaign for its new wealth management product, VP Vida Go. The aim was to make the offering accessible to a broad target group and to lower the threshold for entering the world of wealth management. As a special incentive, an investment of CHF 10,000 in the mandate was raffled off. The campaign achieved a very strong response.

Professional lead management

During the reporting year, VP Bank's lead management was further professionalized and restructured in close cooperation with the client advisory front units. As part of a pilot project, a competition was held at the VP Bank Swiss Ladies Open, with the prize being an exclusive day of golf with Chiara Tamburlini. VP Bank supports Switzerland's most successful female golfer as a personal sponsor. The campaign attracted a great deal of interest and generated numerous qualified leads. These were enriched using artificial intelligence and systematically categorized using a scoring model. Based on this, the front-office units carried out structured follow-up work on the leads. The requirements of the General Data Protection Regulation were fully taken into account.

Search engine optimisation

VP Bank has specifically developed its search engine optimization strategy to keep pace with the transformation of the search landscape. In addition to classic search engine optimization, the focus is increasingly on generative engine optimization. By providing structured and technically sound content, VP Bank ensures that it is referenced as a trustworthy source not only in traditional search results, but also in AI-based language models such as ChatGPT, Gemini, and even Google's AI search. This proactive approach secures digital reach in a dynamic market environment and strengthens VP Bank's visibility as a financial institution.

Engagements

VP Bank is committed to the principle of social engagement. Numerous initiatives and projects have benefited from this social and cultural commitment for many years. VP Bank also contributes to the further development and safeguarding of Liechtenstein as a business and industrial location, as well as the regions in which it is represented.

VP Bank is committed to selected sponsorship projects in the fields of sports, culture, and cuisine. These are unique projects—just as unique as the client experiences that inspire enthusiasm for the bank and those projects that offer young talent a platform.

Sponsorship projects at a glance

Music

Ensemble Esperanza: Founded in 2015 by the Music Academy in Liechtenstein, the ensemble brings together highly talented young European musicians with a holistic approach to development.

Academy of Music in Liechtenstein: The music academy promotes highly gifted young talent; as the main sponsor, VP Bank supports their development and facilitates concerts at its locations.

Demo Tape Sessions: A platform for promoting emerging artists at the beginning of their careers or on the verge of a breakthrough.

Opus Award: At the annual VP Bank Opus Award Night, four outstanding young talents from the Liechtenstein Academy of Music showcased their skills in front of an enthusiastic audience and an expert jury.

Golf

VP Bank Swiss Ladies Open: A Ladies European Tour tournament, with VP Bank strengthening its commitment to women's golf as the naming partner and creating special experiences for players, Swiss golf, and its customers.

Culinary arts

Food Festival: An annual festival in September where top chefs and regional restaurateurs present their best dishes.

Athletes

Chiara Tamburlini: One of the best Swiss golfers, who is supported by VP Bank as a partner on her way to the top of the world.

Karl Egloff: One of the fastest mountaineers in the world with the aim of climbing the Seven Summits in world record time – a symbol of courage and determination.

Further information can be found on the VP Bank website at vpbank.com/engagements.