Worcester Business Journal

wbjournal.com | November 2, 2026 | Worcester Business Journal 21 BANKING & FINANCE F O C U S Member FDIC You know your business better than anyone. But business banking comes with its own complexities — when to spend, when to save and how cash moves. At Country Bank, we understand how business banking should work. That's why we partner with you to provide the support and know-how when you don't know how. IT'S OKAY IF YOU DON'T KNOW HOW. BEC AUSE W E DO. Member FDIC Member DIF Scan to learn more. "It allowed us to partner with other and new banking partners and expand our footprint and expand our reach, and frankly, become a more successful company," Sosik said. Eventually, the banks grew closer operationally, and the opportunity to promote a single identity be- came more attractive, he said. With roughly $7 billion in assets, the company wanted to concentrate its brand-building efforts, rather than divide them among several names. Hometown consolidated bankESB and Oxford-based bankHometown into one bank under the TruNorth name. Former bankHometown lo- cations transitioned to the TruNorth identity in October. Sosik does not dismiss the earlier approach: Multiple brands served the company well before its priorities shied. Now, its focus is making TruNorth recognizable across Massachusetts, northeastern Connecticut and south- ern New Hampshire over the next 12 to 24 months. "We want people to know who we are, even if today they aren't custom- ers," he said. Replacing signs across about 60 offices is demanding, Sosik said, but explaining the change is harder. Com- munications must be brief, clear and repeated so customers understand the company has renamed itself and why. More than just changing signs Beacon faced a different challenge: creating an identity that neither merg- er partner would have to inherit from the other. e September 2025 combination of Berkshire Hills Bancorp and Brookline Bancorp brought together four bank brands: Berkshire Bank, Brookline Bank, Bank Rhode Island and PCSB Bank. Boston-based Bea- con introduced its common name in February, with additional branding work continuing through the year. "A merger of equals called for a name that both organizations could own and build together," said Gary Le- vante, Beacon's chief marketing officer. Stakeholder input and focus groups helped inform the selection. Beacon wanted a name not confined to one geography, while its visual identity incorporated colors from predecessor brands, Levante said. e rollout began with employees, then customers, before broader public promotion. Branding changes were tied to operational milestones, includ- ing banking-system integration, rather than one arbitrary unveiling date. Execution required coordinating technology, legal, compliance, front- line employees and vendors across thousands of customer touchpoints, from ATMs to statements and email signatures, he said. Levante is tracking awareness and whether customers connect the new name with trusted relationships. "I'm not just trying to change signs at Beacon," he said. "We're looking to deliver on our promise to our clients, the experience that we deliver to our clients, the experience we create for our employees." W The Beacon Bank sign outside the bank's Main Street office in Worcester. PHOTO | COURTESY PHOTO | COURTESY TRUNORTH

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