Creating a new brand platform - You shaped banking
Reputational damage to the entire banking sector in the light of crisis and scandals led Barclays to undertake a top to toe review of its business, values and behaviour across all of its operations.
Barclays were already working at group level to define a clear values and behaviours framework that would embrace the entire organization.
We were appointed by Barclays Retail to help develop a new customer focused brand platform and blueprint for its UK personal and business banking operations that would support and compliment the group values initiative.
What we did
We immersed ourselves in the bank's 'future focused’ operational and consumer research programs to help identify an overall customer relevant brand platform and supporting brand experiences in key channels and touch points.
Through a process of research & workshops we developed the concept of ‘You Shaped Banking’ that puts the customer at the heart of the brand promise. We went on to develop an overall brand blueprint for the retail business within the context of the group values work and helped to define and refine customer-centric business initiatives that would best demonstrate the new platform.
The roll out of the new brand platform began with the launch of the Current Account Features Store, an interactive hub that allows customers to shape and personalise their account to better meet their individual preferences and needs.
This was supported by a new above the line ‘banking shaped around you’ consumer and campaign and followed by the ‘banking shaped around your business’ campaign aimed at the SME segment.
Further innovations and initiatives are being rolled out on a priority basis as resources allow.