Ixonia Bank, a 100-plus-year-old bank, has  traditionally used its roots as a locally owned community bank for its brand messaging. However, that messaging didn't capitalize on the bank's point of differentiation — its stellar board of directors, acknowledged to be head and shoulders above what any other community based bank offers in both experience and reputation. As the bank prepared to open a new metropolitan office, it was the ideal time to take leaders through a repositioning and messaging exercise.