‘Preparing for change’ for Lloyds Bank Corporate Markets

Summary

December 6th 2010 – ‘Launch Day’ for the biggest financial services rebrand in the UK. Internally, over 6,000 colleagues had to be aligned and be fully conversant with our new corporate markets brand– ahead of external launch.

Following the acquisition of HBOS by LloydsTSB, it was essential that the newly formed Lloyds Banking Group communicated a clear and consistent identity, both to colleagues and customers, to avoid brand confusion; no more so than in the corporate sector.

Here, Bank of Scotland Corporate (part of HBOS) was seen predominantly as a Scottish brand, with LloydsTSB Corporate Markets split between a range of specialist divisions.  What was needed was brand clarity; a unified approach built around three brand pillars: empathy, expertise and established.(Corporate Markets was to lead the way under the new brand –Lloyds Bank Corporate Markets.

The first crucial step was to inspire and deliver our new brand strategy into the hands of our most important advocates – our colleagues.