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 Trusted Brand

PlainsCapital Corporation’s brand is synonymous with its exceptional reputation for financial strength, enduring relationships and the drive to constantly move forward. The buffalo represents strength, momentum and resilience, and serves as a unifying and recognizable symbol for the Corporation and each of its three operating companies.

The Essence of the Company
The PlainsCapital brand is the essence of the company. It is entrepreneurial and aspirational. The brand communicates the Corporation’s upscale approach in a warm and friendly way. It is the promise PlainsCapital makes to its stakeholders. The Corporation believes in promoting, protecting and preserving its brand.

Marketing the Brand
Recognizing PlainsCapital’s potential for growth and the strategic importance of building brand awareness in its markets, Chairman and CEO Alan B. White launched an overhaul of the PlainsCapital brand in 2003. At the time, PlainsCapital had little brand recognition outside the Lubbock market.
White envisioned a strong and sophisticated corporate brand capable of evolving along with the Corporation’s growing expertise and geographic footprint.
Since 2003, the Corporation has built a trusted, recognizable brand in its Texas markets through highly targeted advertising, event sponsorships and active media and community outreach.
Brand equity management, reputation management, marketing, public relations and corporate communications functions for all three operating companies are developed and executed by the Corporation.

Mo the Buffalo
PlainsCapital’s branding strategy is expressed uniquely through the company’s corporate symbol, the Great American Bison. The buffalo stands for PlainsCapital’s strength, endurance, longevity and sustained momentum. The buffalo figures prominently in PlainsCapital’s internal programs and external marketing. PlainsCapital has a live buffalo mascot “Mo” that makes appearances at sponsorship-related events and PlainsCapital’s internal functions.
momentum, sustainability