Refreshing, Re-energising, Reassuring
The Challenge
Financial services, probably the most heavily regulated sector in the UK, has seen some dramatic changes over the past decade, and at a time when many financial services are staying safe, the Skipton Financial Services brand had the vision and foresight to work on something that would distinguish them from the competition, and build long lasting trust in a complex marketplace. Brand is all about emotion and what's more emotional for customers than their investments and savings? Above all else they look for a brand they can trust to take care of their best interests.
The Approach
Having taken SFS through Brandschool®, and based on our knowledge of their customers and their objectives, we needed to create a unified message, working both within the organisation itself and externally for its customers. 'Planning Tomorrow Together' does just that, and scopes out a whole new era for Skipton Financial Services. The re-brand included the logo, strapline, and introduction of the ‘What makes us different' principles as a defined set of promises, to customers and collegues alike. Managing their brand day in day out, together with producing personalised data driven communications throughout the year (the award winning MII service), has given us an in-depth and invaluable insight of the financial services sector.
The Results
Rebrand strengthens company culture and secures Sunday Times 100 ranking for another year.
"We have a fantastic opportunity to truly stand out as the place that everyone can go to for financial guidance and advice. Our values of exceeding expectations, fairness, originality and strength are the corner stones of our organisation providing reassurance of the true nature of our service. Working with 10 Associates has allowed us to communicate this by creating a great look and message that relates to both clients and staff but also still plays homage to our heritage with the Skipton Building Society."
Iain Tyrer, Marketing Director, Skipton Financial Services
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