High street banking group Metro Bank has launched a new brand positioning ahead of its 15th anniversary later this year, in a bid to to support brand evolution and growth strategy.
When it began operating in 2010, the group was the first new UK bank to launch in over 100 years. The campaign will shine a spotlight on its ‘human approach’ and focus on customer service.
Crafted by London-based creative agency M&C Saatchi, the work will be underpinned by three guiding principles; namely ‘people’, ‘relationships’ and ‘service’.
“Excellent customer service built by human connections has always been at the heart of our ethos. We’re passionate about offering customers a personable experience, driven by people who truly care,” said Metro Bank brand and marketing director Danielle Lee.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Our new brand identity captures this and ensures we are relevant in the future to grow and evolve, reaching new customers and businesses through our relationship banking specialists.”
The campaign’s focus on relationship banking will also look to attract new customers across the Bank’s key growth target areas such as small and medium sized businesses (SMEs), corporates, and commercial and specialist mortgages.
M&C Saatchi Consulting partner and ECD, Darren Bowles added: “We’re hugely proud to have partnered with Metro Bank to shape their new strategic positioning as the relationship banking specialists and refresh their brand identity.
“We uncovered a huge opportunity to amplify what makes Metro Bank unique, shaping a brand strategy and creating a new identity that puts people at the heart of their brand, highlighting the strong relationship that Metro Bank have with their customers. The refreshed identity is designed to work across their digital channels, stores, and print whilst bringing a modern, fresh and welcoming feel.”
